Master
2021/2022
Marketing Analytics
Type:
Elective course (SMART-Marketing: Data, Analysis, Insight)
Area of studies:
Management
Delivered by:
School of Management
Where:
Faculty of Economics
When:
1 year, 4 module
Mode of studies:
distance learning
Online hours:
24
Open to:
students of one campus
Instructors:
Aleksandra Sazhina
Master’s programme:
Smart-Marketing: Data, Analysis, Insight
Language:
English
ECTS credits:
5
Contact hours:
2
Course Syllabus
Abstract
Marketing analytics enables marketers to measure, manage and analyze marketing performance to maximize its effectiveness and optimize return on investment (ROI). Beyond the obvious sales and lead generation applications, marketing analytics can offer profound insights into customer preferences and trends, which can be further utilized for future marketing and business decisions. Blended format, based on https://www.coursera.org/learn/uva-darden-market-analytics
Learning Objectives
- This course gives you the tools to measure brand and customer assets, understand regression analysis, and design experiments as a way to evaluate and optimize marketing campaigns. You'll leave the course with a solid understanding of how to use marketing analytics to predict outcomes and systematically allocate resources.
Expected Learning Outcomes
- build and define a brand architecture and how to measure the impact of marketing efforts on brand value over time
- design basic experiments so that you can assess your marketing efforts and invest your marketing dollars most effectively
- measure customer lifetime value and use that information to evaluate strategic marketing alternatives
- Умеет производить оценку эффективности маркетинговых решений
Course Contents
- The Marketing Process
- Metrics for Measuring Brand Assets
- Customer Lifetime Value
- Marketing Experiments
Assessment Elements
- Online course resultsThe online course grade is defined according to the rules online courses.
- In-class examination resultsThe exam is in the form of a computer test. The exam is conducted on the online course platform. You must connect to the exam according to the schedule of the online course exam. The student's computer must meet the requirements: Internet availability, online course support. To participate in the exam, the student must pass the test at https://www.coursera.org/learn/uva-darden-market-analytics. Use of additional materials is prohibited. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The transfer procedure is similar to the surrender procedure.
Interim Assessment
- 2021/2022 4th module0.6 * Online course results + 0.4 * In-class examination results
Bibliography
Recommended Core Bibliography
- Berend Wierenga, Ralf van der Lans. Handbook of Marketing Decision Models. – Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса. http://link.springer.com
- Perrey, J. (2016). Marketing Performance : How Marketers Drive Profitable Growth. Chichester, West Sussex, United Kingdom: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1243293
Recommended Additional Bibliography
- Davis, J. (2017). Measuring Marketing : The 100+ Essential Metrics Every Marketer Needs, Third Edition (Vol. Third edition). Berlin: De Gruyter. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1670242