Analytical tools in marketing

Master 2024/2025

Type: Compulsory course (Data Analytics for Business and Economics)

Area of studies: Economics

Delivered by: Department of Management

Where: St Petersburg School of Economics and Management

When: 1 year, 3 module

Mode of studies: offline

Open to: students of all HSE University campuses

Instructors: Ekaterina Lubnina, Olga Shataeva

Master’s programme: Data Analytics for Business and Economics

Language: English

ECTS credits: 3

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Abstract

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.

Learning Objectives

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

Expected Learning Outcomes

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

Course Contents

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

Assessment Elements

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.

Interim Assessment

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

Bibliography

Recommended Core Bibliography

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

Recommended Additional Bibliography

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

Authors

Budko Viktoriia Aleksandrovna

Course Syllabus