VHB-ProDok Syllabus ERM15 - Verband der Hochschullehrer

Doktorandenprogramme
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
Syllabus
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Title
Experimental Research in Marketing & Management
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Faculty
Xueming Luo
Charles Gilliland Chair Professor of Marketing, Strategic Management, and Information
Systems
Founder/Director of Global Center on Big Data and Mobile Analytics
Fox School of Business, Temple University, Philadelphia, PA, USA
[email protected]
http://www.fox.temple.edu/mcm_people/xueming-luo/
Sascha Raithel
Junior Professor of Financial Performance-based Marketing and Management
Institute for Market-based Management
Munich School of Management, Ludwig-Maximilians-University in Munich, Germany
[email protected]
http://www.en.imm.bwl.uni-muenchen.de/06_persons/mitarbeiter/raithel/index.html
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Outline
This is a 4-day PhD course about randomized and quasi/natural laboratory/field experiments
in marketing & management research and provides an introduction to relevant methods and
quantitative models. It is designed with the goal of providing exposure to cutting-edge topics
in various disciplines and its applications in marketing & management research.
The course is divided into two parts:
1. On the first two days, students get exposure to relevant experimental methods and
quantitative techniques during computer lab sessions. Students learn to know
• Difference between correlation and causality
• Classes of experiments (laboratory vs. field, randomized vs. quasi/natural experiments)
• Difference between internal and external validity in experiments
• Remedies against threats to validity
• Characteristics of various experimental designs
• Basics in Analysis of Variance (ANOVA)
• Basics in linear regression and selected problems (e.g., correct selection of relevant
exogenous variables, heteroscedasticity, autocorrelation, multicollinearity)
• Basics in mediation and moderation
• Basics in logit/probit regression
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Doktorandenprogramme
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
• Tips and tricks for optimizing analyses/results for submission/revision covering topics
like presentation and communication of results, missing data detection and
treatment, outlier detection and treatment, robustness checks
2. On the last two days, students present selected papers (see list below) and one of their
own dissertation projects (including proposals). Topics for dissertation projects include
(not exhaustive):
• Marketing strategy
• Mobile marketing
• Brand management
• Marketing-information systems interface
• Customer relationship management
• Digital social media strategy
• Corporate social responsibility and sustainability
Paper presentations: Each day, students will be assigned to present the papers; focusing
on Hypotheses, Model, Data, Contributions; 5 min, PPT based.
Presentation of project proposals from PhD students: Hypotheses, Model, Data,
Contributions; 30 min; PPT based.
Particularly, the learning objectives of the course include:
1) Understand and apply basic empirical methodologies in quantitative research
2) Read and critique the literature on the applications of the above topics in A+ journals.
3) Identify interesting and important research questions in those fields
4) Understand the various models and experimental designs to match different research
questions
5) Draft and prepare to submit research projects to top A+ journals in marketing
(JM/JMR/MKSC/MGSC), management (SMJ/AMJ), and information systems
(ISR/MISQ/MGSC).
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4.1
Administration
Tentative schedule
Day 1: March 9th, 2015
[Sascha Raithel] Location: tbd
13:30 – 15:00
Introduction to course & Correlation vs. causality
15:00 – 15:15
Break
15:15 – 16:45
Experimental designs
16:45 – 17:00
Break
17:00 – 18:30
ANOVA
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Doktorandenprogramme
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
Day 2: March 10th, 2015
[Sascha Raithel] Location: tbd
09:00 – 10:30
Linear regression and selected problems (I)
10:30 – 10:45
Break
10:45 – 12:15
Linear regression and selected problems (II)
12:15 – 13:30
Lunch
13:30 – 15:00
Mediation & moderation
15:00 – 15:15
Break
15:15 – 16:45
Logistic/probit regression
16:45 – 17:00
Break
17:00 – 18:30
Optimizing analyses/results for submission/revision
Day 3: March 11th, 2015
[Xueming Luo] Location: tbd
09:00 – 10:30
Paper presentations
Presentation and prediscussion of phd student projects
10:30 – 10:45
Break
10:45 – 12:15
Paper presentations
Presentation and prediscussion of phd student projects
12:15 – 13:30
Lunch
13:30 – 15:00
Paper presentations
Presentation and prediscussion of phd student projects
15:00 – 15:15
Break
15:15 – 16:45
Paper presentations
Presentation and prediscussion of phd student projects
16:45 – 17:00
Break
17:00 – 18:30
Project intensive training (Projects to be assigned)
Day 4: March 12th, 2015
[Xueming Luo] Location: tbd
09:00 – 10:30
Paper presentations
Presentation and prediscussion of phd student projects
10:30 – 10:45
Break
10:45 – 12:15
Project intensive training (Projects to be assigned)
12:15 – 13:15
Lunch
13:15 – 15:00
Project intensive training (Projects to be assigned)
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Doktorandenprogramme
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
15:00 – 15:15
Break
15:15 – 16:45
Project intensive training (Projects to be assigned)
Professor Xueming Luo intends to select some students
and invite them to work with him on his ongoing projects!
4.2
Location
Ludwig-Maximilians-University, Munich, Germany
4.3
Max. number of participants
The number of participant is limited to 10 because of the extensive efforts for the towardpublication submissions to top journals.
4.4
Cost
The course fee amounts to EUR 600.
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Prerequisites
Prior exposure to basics in statistics is recommended.
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Course Material
Will be provided prior to and during the workshop.
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Papers
Michelle Andrews, Xueming Luo, Z. Fang, and J Aspara (2014), “Cause Marketing
Effectiveness” Journal of Marketing, November, Forthcoming.
Luo, Xueming, M. Andrews, Z. Fang, and Z. Phang (2014), “Mobile Targeting,”
Management Science, 60(7), 1738-56.
M. Andrews, Xueming Luo, Z. Fang, and A Ghose, “Mobile Crowdsensing,” at Marketing
Science working
D. Phang, Z. Fang, X Luo, “Geo-Social Mobile Targeting” at Management Science working
Nathan Fong, Zheng Fang, and Xueming Luo, “Geo-conquesting Mobile Promotions”
Journal of Marketing Research. working
Luo, Xueming, M. Andrews, Y. Song, and J. Aspara (2014), “Group-Buying Deal
Popularity,” Journal of Marketing, 78(2), 20-33.
Chan, K, Y. Li, J. Zhu, and Xueming Luo, “Crowdsourcing with Customers” Journal of
Marketing Research. working
Luo, Xueming, CX Li, Y. Song, and C. Phang, “Eco-Friendly Car Policy Effects” American
Economics Review, working paper
Doktorandenprogramme
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
Raithel, S.; Taylor R. C.; Stewart, D. W. (2014): Do Super Bowl Ads Build Brands?,
working.
Hock, S.; Raithel, S. (2014): Negative Celebrity Publicity and Firm Value: How Critical Are
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Immediate Firm Reactions?, Marketing Science, working.
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To Prepare
To use own laptops during lab sessions, a Stata license is recommended (but PCs with Stata
installed will be provided).
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Assessment
The grade will be based on three things:
1. Attendance, class Q&A (25% of the grade)
2. Literature oral presentation and PPTs (25% of the grade)
3. Project oral presentation and PPTs before the intensive training and project
implementation during/after the project intensive training (50% of the grade)
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Credits
The course is eligible for 6 ECTS.
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