2022/2023
Геомаркетинг
Статус:
Дисциплина общефакультетского пула
Кто читает:
Департамент экономики
Когда читается:
2 модуль
Охват аудитории:
для всех кампусов НИУ ВШЭ
Преподаватели:
Струков Денис Раймондович
Язык:
английский
Кредиты:
3
Контактные часы:
28
Course Syllabus
Abstract
The Geomarketing program is designed to provide students with basic knowledge to solve problems of assessing the placement of retail facilities based on large geodata databases, analytical tools, geoinformation technologies, as well as machine learning approaches.
Learning Objectives
- 1. Introduction to geomarketing in general. 2. Learn geomarketing methods, geodata types, tools 3. Learn how to make a decision about choosing a location, how to design a retail network from segments: FMCG. Catering, DIY, pharmacies, banks, clinics, etc. .
Expected Learning Outcomes
- Use of modern technologies
- Conducts an examination of the results obtained
- The ability to make predictions using modern software algorithms or to conduct predictive analysis
- Ability to process geospatial data
Course Contents
- Theoretical foundations of Geomarketing: Tools and techniques LECTURE
- Visualization of geodata on the example of geoanalytic system Geointellect
- The main questions of geomarketers and methods of solution LECTURE
- The steps of the researcher in the analysis SEMINAR
- Data and geodata LECTURE
- Methods in marketing. Analytical models. LECTURE
- Machine learning tasks in Geomarketing LECTURE
Bibliography
Recommended Core Bibliography
- Lansley, G., de Smith, M., Goodchild, M., & Longley, P. (2019). Big Data and Geospatial Analysis.
- Mills, J. W. (2008). Geospatial Analysis: A Comprehensive Guide to Principles, Techniques, and Software Tools, Second Edition - by Michael J. de Smith, Michael F. Goodchild, and Paul A. Longley. Transactions in GIS, 12(5), 645–647. https://doi.org/10.1111/j.1467-9671.2008.01122.x
Recommended Additional Bibliography
- de Smith, M., Goodchild, M., & Longley, P. (2009). Geospatial analysis: a Comprehensive Guide to Principles, Techniques and Software Tools. United Kingdom, Europe: Troubador Ltd. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.B70B9802