2024/2025

Аналитические инструменты в маркетинге

Статус: Маго-лего

Кто читает: Департамент менеджмента

Когда читается: 3 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Преподаватели: Лубнина Екатерина Андреевна, Шатаева Ольга Алексеевна

Язык: русский

Кредиты: 3

Программа дисциплины

Аннотация

This course is aimed to form understanding of Web and Digital Marketing Analytics. This is a beginner level course but even experienced analysts have found it to be effective in reminding them of the process they need to follow. Students will learn the Web Analytics and Digital Analytics process using different tools such as Google Analytics, Yandex Metrica, Google Trends, Yandex Wordstat and so on.

Цель освоения дисциплины

• Gain a general understanding of the available digital marketing tools
• Learn to use a range of analytical tools for business purposes
• Gain practical skills in creating a simple landing page on the Internet based on ready-made templates
• Learn the most important marketing metrics in digital marketing

Планируемые результаты обучения

• Students will be familiar with the basics of promotion using digital marketing tools
• Students will be able to use instrument such as Yandex Wordstat, Yandex direct, Yandex metrics, Google analytics
• Students will be familiar the principles of mastering advertising campaigns in Internet

Содержание учебной дисциплины

• 1. Landing page
• 2. Web site planning
• 3. Yandex Family
• 4. Yandex metric/ Google analytics
• 5. SMM
• 6. Organic search, e-mail marketing
• 7. B2B marketing / CRM systems
• 8. Digital marketing strategic planning

Элементы контроля

• Landing page on Tilda
• Site prototypes
  The task is to create a site of any type – personal page (HR specialist, marketing specialist, web –shop, b2b business, public company). The task is conducted in groups of 4-6 people.
• Pplan for Yandex Direct promotion
  Prepare a plan for Yandex Direct promotion (market study, Word Stats)
• Seminar Q and Answer
• Create a promo campaign for social media
• Create E-mail campaign
• Write an article about product/ brand/ service
• Create a Strategic Plan
  Work in group 3-5 students, create promo plan for a specific company in order to increase presents in digital environment and get sales leads.

Промежуточная аттестация

• 2024/2025 3rd module
  0.15 * Site prototypes + 0.1 * Write an article about product/ brand/ service + 0.15 * Create a Strategic Plan + 0.15 * Pplan for Yandex Direct promotion + 0.15 * Create E-mail campaign + 0.15 * Create a promo campaign for social media + 0.05 * Seminar Q and Answer + 0.1 * Landing page on Tilda

Список литературы

Рекомендуемая основная литература

• 9781317276722 - Chaffey, Dave; Smith, P. R. - Digital Marketing Excellence : Planning, Optimizing and Integrating Online Marketing - 2017 - Routledge - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1496981 - nlebk - 1496981
• Gordon S. Linoff and Michael J.A. Berry. Data Mining Techniques: For Marketing, Sales, and Customer Relationship Management, Third Edition. John Wiley & Sons, 2011 (888 pages). ISBN: 9780470650936: Текст электронный // ЭБС books24x7 — https://library.books24x7.com/toc.aspx?bookid=40629
• Linoff, G., & Berry, M. J. A. (2011). Data Mining Techniques : For Marketing, Sales, and Customer Relationship Management (Vol. 3rd ed). Indianapolis, Ind: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=520245

Рекомендуемая дополнительная литература

• Provost, F., & Fawcett, T. (2013). Data Science for Business : What You Need to Know About Data Mining and Data-Analytic Thinking (Vol. 1st ed). Beijing: O’Reilly Media. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=619895

Авторы

• Будько Виктория Александровна