Бакалавриат
2024/2025
Введение в маркетинговую аналитику
Статус:
Курс по выбору (Совместная программа по экономике НИУ ВШЭ и РЭШ)
Направление:
38.03.01. Экономика
Где читается:
Факультет экономических наук
Когда читается:
4-й курс, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Язык:
английский
Кредиты:
3
Course Syllabus
Abstract
The course will adopt the following perspective. Marketing as a business discipline is highly misunderstood. People often think of marketing in terms of highly visible, specialized, tactical activities, such as advertising, promotions and sales. That is wrong. Marketing is much more than specialized tactics. Marketing is the science of managing value, a process that entails analytical, strategic and tactical activities. This course will provide you with a sound framework to understand marketing as a value management process, as well as introduce several fundamental data analytics approaches for marketing applications. The course involves a mix of lectures and case-based discussions that will teach you an analytical approach to understanding, identifying and creating value. To this end, you will learn how to (1) analyze the environment in which a company operates, (2) develop a marketing strategy, and (3) design actionable marketing tactics. In this course you will: Acquire an understanding of the basic marketing concepts Apply statistical methods to analyze different aspects of the environment Identify and address the key decisions facing marketing managers Practice the process of analyzing a marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan Learn about “cutting edge” directions in modern marketing academic research.