Магистратура 2024/2025

Маркетинговая аналитика

Статус: Курс по выбору (Аналитик деловой разведки)

Направление: 38.04.02. Менеджмент

Кто читает: Кафедра проблем безопасности

Где читается: Институт проблем безопасности

Когда читается: 2-й курс, 2 модуль

Формат изучения: с онлайн-курсом

Онлайн-часы: 28

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Кропанев Вадим Георгиевич

Прогр. обучения: Аналитик деловой разведки

Язык: английский

Кредиты: 3

Course Syllabus

Abstract

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge - and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.