Sales Forecast and Panels

Sales Forecast and Panels

COURSE SYLLABUS :  Sales Forecast and Panels

I. Module Information:

Program Title:  Postgraduate – Marketing Studies and Actions

Module Title:                      Sales Forecast and Panels

Credit number:         

         Lecture:                           14  hours

         Pre-requisite(s):         None

Other requirements:  None

II. Lecturer Information:

III. Main aim(s) of the module

At the end of this module, students will be able to:

• Understand the nature and role of the most frequently surveyed channel, the most commonly used survey channel
• Know how to build an investigation channel, collect data and information from different types of investigation channels
• Use basic tools to analyze information in survey channels
• Use information in marketing planning and operational marketing decisions

IV. Module’s description

This course provides a unique form of data collection and analysis in market research and marketing: the Regular Survey Channel (Panel). Two types of panels will be analyzed in depth, namely Consumer Panel and Point of Sale Panel (supermarket). The nature and analytical tools of these two panels will be analyzed through specific data tables related to specific product and service markets. On the basis of information obtained from the periodic analysis of data coming from these two panels, marketers will understand their business situation, make sales forecasts, draft plans. planning and making marketing decisions.

V. Reading and resources for the module

Lecture notes of lecturers

1. Andreß, H. J., Golsch, K., & Schmidt, A. W. (2013). Applied panel data analysis for economic and social surveys. Springer Science & Business Media.

2. Carlberg, C. (2016). Excel sales forecasting for dummies. John Wiley & Sons.

VI. Evaluation

• Attendance: bonus
• Final-exam: 100%