Doktorandenprogramm
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
luoxm@temple.edu
http://www.fox.temple.edu/mcm_people/xueming-luo/
Sascha Raithel
Professor of Marketing
Marketing Department
School of Business & Economics, Freie Universität Berlin, Germany
sascha.raithel@fu-berlin.de
http://www.wiwiss.fu-berlin.de/fachbereich/bwl/marketing
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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 “true” experimental designs
• Basics in Analysis of Variance (ANOVA)
• Basics in linear regression and selected problems (e.g., correct selection of relevant
exogenous variables, heteroscedasticity, multicollinearity)
• Basics in mediation and moderation
• Causal inference with quasi-experimental data (e.g., difference-in-differences,
instrumental variables, propensity score matching)
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Doktorandenprogramm
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
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: A team of two students will be assigned to present one paper;
focusing on Hypotheses, Model, Data, Contributions; 6 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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Doktorandenprogramm
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
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Administration
4.1 Tentative schedule
Day 1: June 20th, 2016
[Sascha Raithel] Location: Freie Universität Berlin, Room 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
Day 2: June 21st, 2016
[Sascha Raithel] Location: Freie Universität Berlin, Room 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 (Kaulbachstr. 45, Room E003)
13:30 – 15:00
Mediation & moderation
15:00 – 15:15
Break
15:15 – 16:45
Causal inference with quasi-experimental data (I)
16:45 – 17:00
Break
17:00 – 18:30
Causal inference with quasi-experimental data (II)
Day 3: June 22nd, 2016
[Xueming Luo] Location: Freie Universität Berlin, Room tbd
09:00 – 10:30
Paper presentation #1
Presentation and prediscussion of phd student projects #1 #2
10:30 – 10:45
Break
10:45 – 12:15
Paper presentations #2
Presentation and prediscussion of phd student projects #3 #4
12:15 – 13:30
Lunch
13:30 – 15:00
Paper presentations #3
Presentation and prediscussion of phd student projects #5 #6
15:00 – 15:15
Break
15:15 – 16:45
Paper presentations #4
Presentation and prediscussion of phd student projects #7 #8
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Doktorandenprogramm
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
16:45 – 17:00
Break
17:00 – 18:30
Paper presentations #5
Presentation and prediscussion of phd student projects #9
#10
Day 4: June 23rd, 2016
[Xueming Luo] Location: Freie Universität Berlin, Room tbd
09:00 – 10:30
Paper presentations #6
Presentation and prediscussion of phd student projects #11
#12
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)
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
[Freie Universität Berlin, Germany]
4.3 Max. number of participants
The number of participant is limited to [12] 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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Doktorandenprogramm
Verband der Hochschullehrer für Betriebswirtschaft e. V.
Syllabus
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Course Material
Will be provided prior to and during the workshop.
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Papers
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JP Dube, X Luo, and Z. Fang, “Self-Signaling and Prosocial Behavior,” Marketing Science,
under review
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M. Andrews, X Luo, Z. Fang, and A Ghose (2016), “Mobile Ad Effectiveness: HyperContextual Targeting with Crowdedness,” Marketing Science, forthcoming.
3
C. Li, Rienaker, A, Luo X, C Zhang, “Weather and Mobile Ads: A 10-Million-User Field
Study” at Marketing Science, under review
4
Nathan Fong, Zheng Fang, and Xueming Luo (2015), “Geo-Conquesting: Competitive
Locational Mobile Promotions” Journal of Marketing Research. 52 (October), 726-735.
5
Zhang Y, X Luo, F Zeng, “O2O Coupons and Omnichann Marketing” at Journal of Marketing
Research, under review
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Y Zhang, X Luo, F Zeng, “Sequential Sweepstake Promotions” at Journal of Marketing,
under review
7
Hock, S.; Raithel, S.: Negative Celebrity Publicity and Firm Value: How Critical Are
Immediate Firm Reactions?, Marketing Science, under review.
8
Fang, Z, B Gu, X. Luo, and Y. Xu (2015), “Contemporaneous and Delayed Sales Impact of
Location-Based Mobile Promotions,” Information Systems Research, 26 (September),
552-564.
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To Prepare
To use own laptops during lab sessions, a Stata license is recommended. Beyond the assigned
papers to be presented, students are encouraged to read the other papers as well.
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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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