2024/2025

Маркетинговая и продуктовая аналитика

Статус: Маго-лего

Кто читает: Кафедра венчурного менеджмента (Нижний Новгород)

Когда читается: 4 модуль

Охват аудитории: для своего кампуса

Преподаватели: Медникова Ирина Станиславовна

Язык: английский

Кредиты: 3

Course Syllabus

Abstract

The course focuses on the meaning of marketing data and the ways how to apply different marketing tools to measure a company's performance and effectiveness. The course covers highly trendy topics in marketing such as dynamic pricing, buzz analytics, influence and digital marketing and also emphasizes the role of product marketing in a fast-changing environment. We will explore how product teams transform user data, market insights, and product performance information into actionable solutions. This includes defining objectives and success metrics, identifying issues, developing hypotheses, and prioritizing enhancements. The course emphasizes user analytics (such as funnels, cohorts, retention rates, and engagement levels), experimentation and causal reasoning (including A/B testing), growth and monetization metrics and fundamentals of predictive analytics. Through hands-on activities, data simulations, and case studies, participants in this course will gain a high-level, practical understanding of marketing and product analytics.