Master
2024/2025
Data-driven Culture
Type:
Compulsory course (Marketing)
Area of studies:
Management
Delivered by:
Department of Marketing (Nizhny Novgorod)
When:
1 year, 3, 4 module
Mode of studies:
offline
Open to:
students of one campus
Master’s programme:
Marketing
Language:
English
ECTS credits:
6
Course Syllabus
Abstract
The course helps students to learn how to set analytic goals, work with data in a team, select data analysis methods, and make decisions based on data. If students know basic statistics and use Python, R, or SPSS for analysis, it helps students to better understand the course topics.
Learning Objectives
- Know job requirements. Set and decompose analytic goals and metrics
- To learn how to set analytic goals, work with data in a team, select data analysis methods, and make decisions based on data.
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
Assessment Elements
- Homework 1Homework on end-to-end analytics or/and cohort analysis
- Homework 2
- Homework 3
- Homework 4
Interim Assessment
- 2024/2025 4th module0.25 * Homework 1 + 0.25 * Homework 2 + 0.25 * Homework 3 + 0.25 * Homework 4
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.