Маркетинговая аналитика

Магистратура 2021/2022

Статус: Курс по выбору (Smart-маркетинг: данные, аналитика, инсайты)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Факультет экономики (Пермь)

Когда читается: 1-й курс, 4 модуль

Формат изучения: с онлайн-курсом

Охват аудитории: для своего кампуса

Преподаватели: Сажина Александра Ильдаровна

Прогр. обучения: SMART-Маркетинг: данные, аналитика, инсайты

Язык: английский

Кредиты: 5

Контактные часы: 2

Full 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 results
The online course grade is defined according to the rules online courses.
In-class examination results
The 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 module
0.6 * 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

Course Syllabus