Data-driven Marketing

Master 2022/2023

Type: Elective course (Marketing Management)

Area of studies: Management

Delivered by: Department of Marketing

Where: Graduate School of Business

When: 2 year, 3 module

Mode of studies: distance learning

Online hours: 20

Open to: students of one campus

Instructors: Aleksandr Rozhkov

Master’s programme: Marketing Management

Language: English

ECTS credits: 4

Contact hours: 16

Full Syllabus

Abstract

The discipline is aimed at the formation and development of knowledge and skills in the field of data analysis and the use of software tools for the implementation and monitoring of the company's marketing operations. In the modern world, marketing is increasingly based on the analysis of various data about the market and competitors, about consumers and their behavior. Competent marketing management is possible on the basis of prompt collection and high-quality processing of all available data (data driven marketing). It is important for a marketer to correctly select data sources, analysis tools, as well as an effective presentation of results (visualization). The purpose of the discipline “Data Driven Marketing" is to study the main software tools and marketing marketing information systems, their capabilities and functions. Key sections of the discipline: Information systems for collecting and processing marketing information Marketing reporting and monitoring systems, automation of marketing activities Visualization of marketing data, Data-driven marketing, working with big data, Working with customers’ personal data

Learning Objectives

Goals of this course is the following: 1) ensure understanding of the Data-driven marketing concept on different levels from processes to strategy
learn tools and concept relevant to collection processing and analysis of marketing data

Expected Learning Outcomes

Students learn about modern business environment and technical trends
Know stages and contents of value driven data analysis process, data exchange in a company
Know groups and types of metrics in data driven marketing
Know analytical tools used in marketing, including Machine learning. Model quality metrics
Know stages of data driven campaign implementation.
Know financial and non financial product metrics.
Know principles of content delivery and data presentation that help to engage your audience.
Know the principles of working with personal data

Course Contents

Why Data Driven approach is essential?
Key ideas and metrics for Data Driven marketing
Tools and Tasks for Data Analysis.
Designing and implementing data driven campaigns. Data Driven strategy.
Product perspective
Communication your analysis using infographics
Handling personal information

Assessment Elements

Tests
After every section students will be offered test questions to assess their understanding. On average tests will include 4-5 multiple choice questions for each section of the course.
Case study
Students will be offered several case studies that they need to analyse and suggest their decisions
Infographics project.
This group project includes data collection, analysis and communicating results in the form of infographics.
Exam
Exam includes several test questions as well as data analysis assignment

Interim Assessment

2022/2023 3rd module
0.3 * Exam + 0.2 * Tests + 0.25 * Case study + 0.25 * Infographics project.

Bibliography

Recommended Core Bibliography

Artun, O., & Levin, D. (2015). Predictive Marketing : Easy Ways Every Marketer Can Use Customer Analytics and Big Data. Hoboken: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1050355
Baesens, B. (2014). Analytics in a Big Data World : The Essential Guide to Data Science and Its Applications. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=761032
Busch O. Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time. – Springer, 2016.
Grigsby, M. (2018). Marketing Analytics : A Practical Guide to Improving Consumer Insights Using Data Techniques (Vol. Second edition). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1738744
Jeffery, M. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know [Электронный ресурс] / Mark Jeffery; БД ebrary. – John Wiley & Sons, Incorporated, 2010. – 323 p. – ISBN 9780470504543. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=485632&query=Data-Driven+Marketing. – Загл. с экрана.
Krum, R. (2014). Cool Infographics : Effective Communication with Data Visualization and Design. Indianapolis, Indiana: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=654832
Nataraj Venkataramanan, & Ashwin Shriram. (2017). Data Privacy : Principles and Practice. Chapman and Hall/CRC.

Recommended Additional Bibliography

Big data, big analytics : emerging business intelligence and analytic trends for today's businesses, Minelli, M., 2013

Course Syllabus