Бакалавриат
2026/2027
Маркетинг на основе данных
Статус:
Курс по выбору (Международная программа по бизнесу и экономике)
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
4-й курс, 1 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Гурова Екатерина Александровна
Язык:
английский
Кредиты:
3
Контактные часы:
28
Course Syllabus
Abstract
The course is devoted to the design of a modern data-driven marketing infrastructure. Students go through the entire process of digital maturity development: from website and product experience architecture to CRM systems, marketing automation, customer analytics, BI dashboards, and integrated martech ecosystems.
The course is organized around a single continuous business case. Throughout seven sessions, students work with one company case (e-commerce / marketplace / automotive spare parts online store), gradually developing a complete data-driven marketing architecture.
Special attention is paid to Russian digital tools and platforms, including Yandex Metrica, Bitrix24, Mindbox, Sendsay, Yandex DataLens, and others.
By the end of the course, students develop a complete data-driven marketing ecosystem including:
• website and product experience architecture;
• web analytics system;
• CRM architecture;
• automated communication system;
• UX/UI and Voice of Customer analytics;
• BI dashboards and KPI systems;
• integrated martech ecosystem.
Learning Objectives
- • Develop a systematic understanding of data-driven marketing and martech ecosystems.
- • Introduce modern tools of digital marketing analytics.
- • Develop competencies in customer and product experience design.
- • Teach students to work with CRM, BI, web analytics, and marketing automation systems.
- • Develop skills in customer behavior and customer satisfaction analysis.
- • Form competencies in managerial decision-making based on data.
- • Enable students to design an integrated data-driven marketing architecture.
Expected Learning Outcomes
- Design website architecture; create product taxonomy; develop product cards; design filtering logic; map product experience
- Configure goals and events; analyze customer behavior; identify friction points; analyze funnels; evaluate traffic sources
- Develop customer profiles; design sales pipelines; create lifecycle models; segment customer databases
- Create trigger maps; build welcome flows; design abandoned cart campaigns; develop reactivation campaigns
- Analyze UX issues; design NPS surveys; create pain point maps; analyze customer feedback
- Build CMO dashboards; visualize KPI systems; analyze channel efficiency; develop executive dashboards
- Final project: full marketing architecture; martech integration map; customer journey architecture; KPI system; dashboard system; trigger communication system
Course Contents
- PXM, PIM & Digital Customer Experience Architecture
- Yandex Metrica & Behavioral Analytics
- CRM as the Core of Customer Data
- E-mail Automation & Trigger Marketing
- UX/UI Analytics & Voice of Customer (VoC)
- BI Systems & Decision Support Systems
- Integrated Martech & PXM Ecosystem
Assessment Elements
- In-Class Activity 0,2This component assesses regular attendance and active engagement during class. In each seminar, students complete a short practical task under the instructor’s supervision.
- Practical Tasks 0,3Team based (small groups of 2–3 students). Assignments are started in class and may be completed at home (final touches, documentation, deeper analysis). Team formation: At the beginning of the course, a short questionnaire is used to identify students’ competencies and interests, allowing the instructor to form balanced teams.
- Final Project 0,5
Interim Assessment
- 2026/2027 1st module0.3 * Practical Tasks 0,3 + 0.2 * In-Class Activity 0,2 + 0.5 * Final Project 0,5
Bibliography
Recommended Core Bibliography
- Kotler, P. T., & Armstrong, G. (2017). Principles of Marketing, Global Edition (Vol. 17th). Harlow, United Kingdom: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1594475
Recommended Additional Bibliography
- Ryan D. Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation. - Kogan Page, 2017.