Магистратура
2020/2021
Анализ данных для оптимизации маркетинговых расходов
Статус:
Курс обязательный (Менеджмент и аналитика для бизнеса)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент менеджмента
Где читается:
Санкт-Петербургская школа экономики и менеджмента
Когда читается:
1-й курс, 3 модуль
Формат изучения:
без онлайн-курса
Преподаватели:
Лушова Анна Владимировна
Прогр. обучения:
Менеджмент и аналитика для бизнеса
Язык:
английский
Кредиты:
3
Контактные часы:
24
Course Syllabus
Abstract
Quantitative methods of research have found a prominent place not only in the academic sphere but also in various forms of business activities. It has become crucial to understand what conclusions can be drawn from available sets of data in the business domain. This course aims to advance students’ skills and knowledge related to data analysis and econometrical methods of research. It provides the students with the practical examples that demonstrate how quantitative techniques can be implemented to understand major business phenomena, as well as important trends in global economy.
Learning Objectives
- Understand and manage the lexicon and key concepts of Digital Marketing
- Be able to use professional tools for Digital Marketing
- Learn how to employ Google Analytics for business purposes
- Get the professional skills to get the professional accreditation Google Analytics Individual Qualification (IQ)
- Learn how to employ Yandex Metrica for business purposes
- Get the professional skills to get the professional accreditation Yandex Metrica Certification
- Further manipulation of the data using Simplified visualization and DataBase Querying
- Apply research in business studies.
- Use market-based research designs.
- Forecast and plan business.
- Evaluate return and risk in business.
- Learn to take effective business decisions by considering multiple perspectives.
Expected Learning Outcomes
- Understand and manage the lexicon and key concepts of Digital Marketing
- Be able to use professional tools for Digital Marketing
- Learn how to employ Google Analytics for business purposes
- Get the professional skills to get the professional accreditation Google Analytics Individual Qualification (IQ)
- Learn how to employ Yandex Metrica for business purposes
- Get the professional skills to get the professional accreditation Yandex Metrica Certification
- Further manipulation of the data using Simplified visualization and DataBase Querying
- Apply research in business studies.
- Use market-based research designs.
- Forecast and plan business.
- Evaluate return and risk in business.
- Learn to take effective business decisions by considering multiple perspectives.
Course Contents
- Concepts of Digital Marketing
- Google Analytics for business
- Yandex Métrica for business
- Simplified visualization and DataBase Querying
- Market-based research designs
- Business forecasting and planning
- Return and risk evaluation
- Effective business decisions by considering multiple perspectives
Assessment Elements
- In-class Participation
- Project Work
- Exam,
- Google Analytics Individual Qualification (GAIQ) and Yandex Metrica Certification
Interim Assessment
- Interim assessment (3 module)0.25 * Exam, + 0.25 * Google Analytics Individual Qualification (GAIQ) and Yandex Metrica Certification + 0.25 * In-class Participation + 0.25 * Project Work
Bibliography
Recommended Core Bibliography
- Laursen, G. H. N., & Thorlund, J. (2016). Business Analytics for Managers : Taking Business Intelligence Beyond Reporting (Vol. Second edition). Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1367899
Recommended Additional Bibliography
- Simon, P. (2017). Analytics : The Agile Way. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1548149