Master 2020/2021

Advanced Marketing Analytics

Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'

Category 'Best Course for New Knowledge and Skills'

Type: Compulsory course (Marketing)

Area of studies: Management

Delivered by: Department of Marketing (Nizhny Novgorod)

Where: Faculty of Management (Nizhny Novgorod)

When: 2 year, 1, 2 module

Mode of studies: offline

Instructors: Sergey Alexandrovskiy, Denis A. Fomenkov

Master’s programme: Marketing

Language: English

ECTS credits: 6

Contact hours: 40

Course Syllabus

Abstract

The course helps students to learn marketing analytics job requirements, set and decompose analytic goals, select and apply data collection and analysis methods and tools, prepare a report and explain (present) results.

Learning Objectives

• Find out how to apply advanced tools of analytics to make data-informed marketing decisions.

Expected Learning Outcomes

• Know job requirements. Set and decompose analytic goals and metrics.
• Select and apply data collection, preparation and analysis methods and tools
• Prepare a report and explain (present) results

Course Contents

• Marketing analytics jobs and goals
  Job requirements. How to set and decompose analytic goals. Metrics.
• Data collection, preparation and analysis
  How to select and apply data collection and analysis methods and tools. Methods: Comparison of means and A/B tests, factor analysis, cluster and RFM analysis, forecasting with regression and classification, ANOVA, chi-square, hypothesis testing, statistical significance and p-value, cohort analysis. Tools: Spreadsheets, SQL in BigQuery, R (Rstudio), Python, CRM and databases.
• Report and presentation of results
  How to prepare a report and explain (present) results. Reports and dashboards. Visualisation. Presentation.

Assessment Elements

• In-class assignment
• Homework
• In-class assignment
• Homework
• In-class assignment
• Homework
• In-class assignment
• Homework

Interim Assessment

• Interim assessment (2 module)
  0.25 * Homework + 0.25 * Homework + 0.25 * Homework + 0.25 * Homework

Bibliography

Recommended Core Bibliography

• Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.

Recommended Additional Bibliography

• Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.
• Jeffery, M. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know [Электронный ресурс] / Mark Jeffery; БД ebrary. – John Wiley & Sons, Incorporated, 2010. – 323 p. – ISBN 9780470504543. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=485632&query=Data-Driven+Marketing. – Загл. с экрана.