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.