Master
2021/2022
Analytics in Digital Business
Type:
Elective course (Electronic Business and Digital Innovations)
Area of studies:
Business Informatics
Delivered by:
Department of Business Informatics
Where:
Graduate School of Business
When:
1 year, 3, 4 module
Mode of studies:
offline
Open to:
students of one campus
Instructors:
German Tsarev
Master’s programme:
Электронный бизнес и цифровые инновации
Language:
English
ECTS credits:
5
Contact hours:
40
Course Syllabus
Abstract
The curriculum develops students' skills in conducting research on the Internet, provides a mathematical basis for conducting research and experiments, and also allows you to master the tools for analyzing user behavior on the Internet. Digital Marketing Analytics is part of the course including: strategic marketing planning, budgeting and cost effectiveness calculation, interdependence of source types. Mobile and Programmatic advertising.
Learning Objectives
- Conducting mathematically correct research
- Analysis of user behavior on the Internet
- Design, conduct and interpretation of experiments
Expected Learning Outcomes
- Analyzes study results to obtain a confidence interval and determine statistical significance
- Correctly draws up a representative sample for conducting a selective study
- Defines the type of scale for the study
- Conducts research using the Likert scale and correctly processes the results
- Conducting correct experiments
Course Contents
- Difference and complementarity of marketing and product analytics. Digital Marketing Analytics. Data presentation and interpretation.
- Internet research tools
Assessment Elements
- Homework №1 - Likert Scale
- Representation hometask
- Yandex.metrics hometask
- ExamExam is taken offline in a mixed way (written part is a description of research project), oral part is a presentation of the results of research project.
Interim Assessment
- 2021/2022 4th module0.4 * Exam + 0.2 * Yandex.metrics hometask + 0.2 * Homework №1 - Likert Scale + 0.2 * Representation hometask
Bibliography
Recommended Core Bibliography
- Busch O. Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time. – Springer, 2016.
- Lancaster, Geoff. Research Methods in Management : A Concise Introduction to Research in Management and Business Consultancy, Routledge, 2004.
- Лекции по методологии социологических исследований : учебник для вузов, Батыгин, Г. С., 1995
- Методы исследований и организация экспериментов, Власов, К. П., 2013
Recommended Additional Bibliography
- Математическое моделирование и количественные методы исследований в менеджменте : учеб. пособие / М.Ю. Михалева, И.В. Орлова. — М. : Вузовский учебник : ИНФРА-М, 2018. — 296 с. — (Высшее образование: Магистратура). — www.dx.doi.org/10.12737/textbook_5b03f73021f562.03199866. - Режим доступа: http://znanium.com/catalog/product/948489