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Regular version of the site
Master 2021/2022

Customer analyst

Type: Elective course (SMART-Marketing: Data, Analysis, Insight)
Area of studies: Management
Delivered by: School of Management
Where: Faculty of Economics
When: 1 year, 4 module
Mode of studies: distance learning
Online hours: 16
Open to: students of one campus
Instructors: Aleksandra Sazhina
Master’s programme: Smart-Marketing: Data, Analysis, Insight
Language: English
ECTS credits: 5
Contact hours: 2

Course Syllabus

Abstract

In this course, four of Wharton’s top marketing professors will provide an overview of key areas of customer analytics: descriptive analytics, predictive analytics, prescriptive analytics, and their application to real-world business practices including Amazon, Google, and Starbucks to name a few. Blended format, based on https://www.coursera.org/learn/wharton-customer-analytics
Learning Objectives

Learning Objectives

  • This course provides an overview of the field of analytics so that you can make informed business decisions. It is an introduction to the theory of customer analytics, and is not intended to prepare learners to perform customer analytics.
Expected Learning Outcomes

Expected Learning Outcomes

  • Communicate key ideas about customer analytics and how the field informs business decisions
  • Communicate the history of customer analytics and latest best practices at top firms
  • Describe the main tools used to predict customer behavior and identify the appropriate uses for each tool
  • Describe the major methods of customer data collection used by companies and understand how this data can inform business decisions
Course Contents

Course Contents

  • Introduction to Customer Analytics
  • Descriptive Analytics
  • Predictive Analytics
  • Prescriptive Analytics
Assessment Elements

Assessment Elements

  • non-blocking online course results
    The online course grade is defined according to the rules online courses.
  • non-blocking in-class examination results
    The exam is in the form of a computer test. The exam is conducted on the online course platform. You must connect to the exam according to the schedule of the online course exam. The student's computer must meet the requirements: Internet availability, online course support. To participate in the exam, the student must pass the test at https://www.coursera.org/learn/wharton-customer-analytics. Use of additional materials is prohibited. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The transfer procedure is similar to the surrender procedure.
Interim Assessment

Interim Assessment

  • 2021/2022 4th module
    0.6 * online course results + 0.4 * in-class examination results
Bibliography

Bibliography

Recommended Core Bibliography

  • Consumer behaviour in a changing world : food, culture and society. 2016. Ed. by Fabio Verneau and Christopher Griffith Emerald Group Publishing Limited https://ebookcentral.proquest.com/lib/hselibrary-ebooks/detail.action?docID=4514345.
  • Hester van Herk, Carlos J. Torelli. Cross cultural issues in consumer science and consumer psychology. Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного доступа ресурса. http://link.springer.com

Recommended Additional Bibliography

  • Mauro Cavallone. Marketing and Customer Loyalty. – Springer, 2017. Доступ через электронную библиотеку НИУ ВШЭ, для перехода по ссылке нужна авторизация в системе удаленного до-ступа ресурса. http://link.springer.com