Bachelor 2024/2025

Introduction to Marketing Analytics

Type: Elective course (HSE/NES Programme in Economics)

Area of studies: Economics

Delivered by: Undergraduate Programmes Curriculum Support

Where: Faculty of Economic Sciences

When: 3 year, 2 module

Mode of studies: offline

Open to: students of one campus

Language: English

ECTS credits: 3

Contact hours: 28

Course Syllabus

Abstract

The course will adopt the following perspective. Marketing as a business discipline is highly misunderstood. People often think of marketing in terms of highly visible, specialized, tactical activities, such as advertising, promotions and sales. That is wrong. Marketing is much more than specialized tactics. Marketing is the science of managing value, a process that entails analytical, strategic and tactical activities. This course will provide you with a sound framework to understand marketing as a value management process, as well as introduce several fundamental data analytics approaches for marketing applications. The course involves a mix of lectures and case-based discussions that will teach you an analytical approach to understanding, identifying and creating value. To this end, you will learn how to (1) analyze the environment in which a company operates, (2) develop a marketing strategy, and (3) design actionable marketing tactics. In this course you will: ● Acquire an understanding of the basic marketing concepts Apply statistical methods to analyze different aspects of the environment ● Identify and address the key decisions facing marketing managers ● Practice the process of analyzing a marketing situation or opportunity, formulating market strategy, and developing and implementing a marketing plan ● Learn about “cutting edge” directions in modern marketing academic research.