Клиентская 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

In this course, four of Wharton’s top marketing professors will provide an overview of key areas of customer analytics: descriptive analytics, predictive analytics, prescriptive analytics, and their application to real-world business practices including Amazon, Google, and Starbucks to name a few. Blended format, based on https://www.coursera.org/learn/wharton-customer-analytics

Learning Objectives

This course provides an overview of the field of analytics so that you can make informed business decisions. It is an introduction to the theory of customer analytics, and is not intended to prepare learners to perform customer analytics.

Expected Learning Outcomes

Communicate key ideas about customer analytics and how the field informs business decisions
Communicate the history of customer analytics and latest best practices at top firms
Describe the main tools used to predict customer behavior and identify the appropriate uses for each tool
Describe the major methods of customer data collection used by companies and understand how this data can inform business decisions

Course Contents

Introduction to Customer Analytics
Descriptive Analytics
Predictive Analytics
Prescriptive Analytics

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/wharton-customer-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

Consumer behaviour in a changing world : food, culture and society. 2016. Ed. by Fabio Verneau and Christopher Griffith Emerald Group Publishing Limited https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4514345.
Hester van Herk, Carlos J. Torelli. Cross cultural issues in consumer science and consumer psychology. Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса. http://link.springer.com

Recommended Additional Bibliography

Mauro Cavallone. Marketing and Customer Loyalty. – Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного до-ступа ресурса. http://link.springer.com

Course Syllabus