Master
2023/2024
Advanced Marketing Analytics
Type:
Compulsory course (Global Business)
Area of studies:
Management
Delivered by:
Department of Marketing (Nizhny Novgorod)
When:
2 year, 1, 2 module
Mode of studies:
offline
Open to:
students of all HSE University campuses
Master’s programme:
Global Business
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
- Data collection, preparation and analysis
- Report and presentation of results
Interim Assessment
- 2023/2024 2nd module0.25 * Homework + 0.25 * Homework (2) + 0.25 * In-class assignment + 0.25 * In-class assignment (2)
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.