Научно-исследовательский семинар "Исследования в области маркетинга, основанные на анализе данных"

Магистратура 2023/2024

Лучший по критерию «Полезность курса для расширения кругозора и разностороннего развития»

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: 2-й курс, 1, 2 модуль

Формат изучения: без онлайн-курса

Охват аудитории: для своего кампуса

Преподаватели: Плешкова Анастасия Юрьевна

Прогр. обучения: Менеджмент и аналитика для бизнеса

Язык: английский

Кредиты: 6

Контактные часы: 48

Full Syllabus

Abstract

The seminars are focused on helping students to start and form a master's thesis on wide range of topics from marketing and management. The seminars are intended for students enrolled in the track “Customer Analytics”. The aim of these seminars is to support students in building their individual learning trajectories and defining individual educational outcomes. In particular, the tutor provides students with recommendations regarding the master’s thesis preparation.

Learning Objectives

To be able to conduct a critical analysis of a relevant literature
To know how to design a research: identify a research problem and question, set clear research purpose, put forward hypotheses
To choose appropriate research methods, collect and analyze data
To obtain an empirical evidence and evaluate critically results
To draw conclusions, provide discussion of the research results

Expected Learning Outcomes

A student compares research design
Affective mechanisms of decision-making
Able to solve professional problems based on synthesis and analysis
A student knows the history of the discipline and subfields
Be able to compare the results in group discussion and fairly assess them
To be able to work with databases/open sources for construction of LR
To be able to plan methodology choices
To be ready to argument methodology choices
Analyze the relationship between marketing practices and their outcomes for the organizations
To be able to know key theories from marketing filed

Course Contents

Introductory part
Topic orientation
Research objective
Theories and concepts of Marketing field
Building argumentation
Methodology

Assessment Elements

Analysis of cases
Interim assignments made in class connected with research questions, topic formulation, articles for the analysis
Written assignments
Written assignments: trends essay, forms for discusssion, data-base work, scenarios
Visual power set
Submission of key visuals from the seminars (cognitive map, conceptual model, mind map, ontology)
Final presentation
Final presentation that consists of: Topic formulation & purpose of the research RQs & their justification Aim & objectives Primary literature review Visual strength & involvement

Interim Assessment

2023/2024 2nd module
0.3 * Analysis of cases + 0.2 * Final presentation + 0.1 * Visual power set + 0.4 * Written assignments

Bibliography

Recommended Core Bibliography

. V. 2: Optimal investment and marketing strategies, Murynets, I., 2012
Jack J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips, & Hong Yi. (2021). ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing. McGraw-Hill Education.
Marketing management, Kotler, Ph., 2000
Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation, 7(1), 1–16. https://doi.org/10.3390/joitmc7010065
Principles and practice of marketing, Jobber, D., 2007
Ralf T. Kreutzer. (2021). Online Marketing (Vol. 1st ed. 2022). Springer.
Sevil Yesiloglu, & Joyce Costello. (2021). Influencer Marketing : Building Brand Communities and Engagement. Routledge.
Strategic marketing management, Lambin, J., 1997

Recommended Additional Bibliography

Маркетинг. Менеджмент : Учебник, Котлер, Ф., 2003

Course Syllabus