Master
2022/2023
Advanced Marketing Analytics
Category 'Best Course for Career Development'
Category 'Best Course for Broadening Horizons and Diversity of Knowledge and Skills'
Category 'Best Course for New Knowledge and Skills'
Type:
Elective course (Global Business)
Area of studies:
Management
Delivered by:
Faculty of Management (Nizhny Novgorod)
When:
2 year, 1, 2 module
Mode of studies:
offline
Open to:
students of one campus
Master’s programme:
Global Business
Language:
English
ECTS credits:
6
Contact hours:
40
Course Syllabus
Abstract
The course helps students to learn marketing analytics job requirements, set and decompose analytic goals, select and apply data collection and analysis methods and tools, prepare a report and explain (present) results.
Learning Objectives
- Find out how to apply advanced tools of analytics to make data-informed marketing decisions.
Expected Learning Outcomes
- Know job requirements. Set and decompose analytic goals and metrics
- Select and apply data collection, preparation and analysis methods and tools.
- Prepare a report and explain (present) results.
Course Contents
- Marketing analytics jobs and goals
- Data collection, preparation and analysis
- Report and presentation of results
Interim Assessment
- 2022/2023 2nd module0.25 * Homework (2) + 0.25 * In-class assignment + 0.25 * Homework + 0.25 * In-class assignment (2)
Bibliography
Recommended Core Bibliography
- Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.
Recommended Additional Bibliography
- Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.
- 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.