Магистратура
2024/2025
Модели маркетинга (продвинутый уровень)
Статус:
Курс обязательный (Аналитика данных для бизнеса и экономики)
Направление:
38.04.01. Экономика
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
2-й курс, 1, 2 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Преподаватели:
Тимаков Александр Павлович
Прогр. обучения:
Аналитика данных для бизнеса и экономики
Язык:
английский
Кредиты:
3
Course Syllabus
Abstract
The primary focus of this course is on quantitative models that can be used by managers to support marketing decisions. In addition to having conceptual skills, modern managers must increasingly master techniques of data-driven decision modeling to do strategic planning based on information from corporate information systems as well as external data sources. This course teaches how to apply statistical, econometric and optimization techniques to marketing problems.
Learning Objectives
- Choose methods adequately to the objectives of a research project
- Collect, store, process and analyze data according to high standard
- Conduct empirical business research and solve managerial problems using modern analytic software tools
- Conduct empirical business research and solve managerial problems using modern analytic software tools
Expected Learning Outcomes
- Collect, store, process and analyze data according to high standards
- Choose methods adequately to the objectives of a research project
- Conduct empirical business research and solve managerial problems using modern analytic software tools
- Select relevant statistical methods and apply them correctly to marketing problems
Interim Assessment
- 2024/2025 2nd module0.25 * Empirical case studies solved in class + 0.25 * Exam + 0.25 * Midterm exam based on Data camp + 0.25 * Quizzes
Bibliography
Recommended Core Bibliography
- Quirk, T. J., & Rhiney, E. (2016). Excel 2016 for Marketing Statistics : A Guide to Solving Practical Problems. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1261494
Recommended Additional Bibliography
- Chapman, C., & Feit, E. M. (2019). R For Marketing Research and Analytics (Vol. Second edition). Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2093001