Master
2024/2025
Big Data Based Marketing Analytics
Type:
Elective course (Business Analytics and Big Data Systems)
Area of studies:
Business Informatics
Delivered by:
Department of Business Informatics
Where:
Graduate School of Business
When:
2 year, 1, 2 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
Veronica Pisarenko
Master’s programme:
Business Analytics and Big Data Systems
Language:
English
ECTS credits:
6
Contact hours:
48
Course Syllabus
Abstract
Today’s marketing managers need to be able to use big data analytics for better understanding of the consumer purchase journey, and therefore, improve the effectiveness of their marketing strategy by offering innovative products and enhanced consumer experience. On the contrary, the data specialists nowadays have to demonstrate deep knowledge of business context (possess T-shaped skills) to cope with marketing issues. This course unlocks a huge range of quantitative techniques to expand students’ experience in marketing analytics. Students are exposed to a range of statistical tools and techniques, from classical statistical tools to emerging big data techniques. The emphasis is not on formulae of statistical tools, but on application and interpretation of a range of statistical techniques to help answer marketing-related questions. The course is organized around daily marketing problems. Moreover, widely used software (Python/R, Microsoft Excel) is used to implement the analysis. These arrangements ensure that the knowledge and skills the students learn from this course are work-ready for a wide range of business, from local small business to multinational giants. In the course, students are strongly encouraged to start thinking as marketers by asking questions of their data, setting their own direction for the analysis in the project and thinking about how a company could utilise the results in practice.