This course provides a comprehensive introduction to two core econometric methods. The first part focuses on panel data modeling, covering techniques like fixed and random effects models to analyze data combining both cross-sectional and time-series dimensions. The second part delves into univariate time series analysis, primarily explaining the structure, estimation, and application of ARMA (AutoRegressive Moving Average) models for forecasting and understanding temporal dynamics. The overall goal is to equip students with practical skills for analyzing economic and financial data that evolves over time.

该课程内容主要分为三个部分：第一部分阐释营销管理基础，涵盖市场环境分析、企业战略规划及需求预测等工具；第二部分解析消费者行为模式与客户价值管理体系，强调关系营销的核心作用；第三部分论述品牌定位策略与市场竞争模型，结合4P理论升级与全球化案例，提供从市场细分到品牌资产构建的全链路方法论。全书通过模块化架构与实战模型，展现数字化营销决策的底层逻辑与实施路径。