Master 2020/2021

Data-driven Culture

Category 'Best Course for Broadening Horizons and Diversity of 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: 1 year, 3 module

Mode of studies: offline

Instructors: Sergey Alexandrovskiy, Любчанская Елена Александровна

Master’s programme: Marketing

Language: English

ECTS credits: 6

Contact hours: 40

Course Syllabus

Abstract

The course helps students to learn how to set analytic goals, work with data in a team, select data analysis methods, and make decisions based on data. If students know basic statistics and use Python, R, or SPSS for analysis, it helps students to better understand the course topics.

Learning Objectives

• Help students to understand what it means for an organization to be data-driven and how does an organization get there.

Expected Learning Outcomes

• Build a data-driven culture in an organization
• Make data-driven decisions
• Create and tell stories with data

Course Contents

• Introduction to Data-driven culture
  Who the analyst is. Competencies and skills. Labor market. Junior interview case.
• Strategy based on analytics
  Metric development, the choice of a system for structuring metrics and KPI in a company.
• Client analytics
  Client base analysis tools in CRM. System selection (criteria, review). Contractor Selection. TR for revision. Pipeline construction. Marketing Strategy: Customer Segmentation. JTBD. CJM.
• Visualization as an analytics tool
  Rules for building a presentation, methods of data visualization.
• Teamwork with data
  Google docs, tables, slides. Teams or Slack. Data storage. Reports and visualization.
• Goal and data sources
  How to understand a goal (a client). Online data sources. Panel data. Offline data sources.
• Feedback
  How to collect and analyze feedback data.
• Must-have tools for analysis
  Forecasting. Cohort analysis. Comparing segments.
• Financial analytics
  Financial metrics and Unit analysis.

Assessment Elements

• Homework
• Homework
• Homework
• Homework

Interim Assessment

• Interim assessment (3 module)
  0.25 * Homework + 0.25 * Homework + 0.25 * Homework + 0.25 * Homework

Bibliography

Recommended Core Bibliography

• Anderson, C. (2015). Creating a Data-Driven Organization : Practical Advice From the Trenches (Vol. First edition). Beijing: Reilly - O’Reilly Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1045097

Recommended Additional Bibliography

• Ariely, Dan. The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home [Электронный ресурс] / Dan Ariely; БД books24х7. – HarperCol-lins, 2010. – 160 pages. – ISBN 978-0061995040. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=48980. – Загл. с экрана.
• 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.