Master 2024/2025

Marketing Analytics

Type: Elective course (Competitive Intelligence Analyst)

Area of studies: Management

Delivered by: Department of Security Research

Where: Institute of Security Studies

When: 2 year, 2 module

Mode of studies: distance learning

Online hours: 28

Open to: students of all HSE University campuses

Master’s programme: Corporate Intelligence Analysis

Language: English

ECTS credits: 3

Contact hours: 6

Course Syllabus

Abstract

Organizations large and small are inundated with data about consumer choices. But that wealth of information does not always translate into better decisions. Knowing how to interpret data is the challenge - and marketers in particular are increasingly expected to use analytics to inform and justify their decisions. Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.