Customer Analytics

2025/2026

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс по выбору

Когда читается:

3-й курс, 4 модуль

Преподаватели

Бурко Екатерина Дмитриевна

Гурова Екатерина Александровна

Course Syllabus

Abstract

The course Customer Analytics is devoted to the study of consumer behavior and tools that allow a deeper understanding of their needs, motivations and decision-making processes. The course examines psychological, social, cultural and economic factors that influence consumer choice, as well as modern approaches to their segmentation and research. Students will become familiar with theoretical models of consumer behavior and master practical methods of collecting and analyzing data - from classic surveys and focus groups to building customer journey maps (CJM) and user experience (UX) analysis. Particular attention will be paid to behavioral issues, the influence of emotions on decision-making and trends in consumer behavior.

Learning Objectives

• The course includes 8 lectures and 8 seminars, where theoretical knowledge will be consolidated through cases, business games and work with real data. As a result of the training, students will be able to develop well-founded marketing strategies focused on the needs and expectations of the target audience, as well as make management decisions based on consumer behavior analysis.

Expected Learning Outcomes

• Understand the evolution of marketing: Students can explain how and why marketing has evolved from product-focused to consumer-focused, and how this impacts modern approaches to studying consumer behavior.
• Analysis of Psychological Aspects: Students can analyze psychological aspects of consumer behavior, including the influence of emotions, perceptions, and neuromarketing on decision making.
• Applying Decision Making Approaches: Students can use various consumer decision making models, such as decision trees, to analyze and predict purchasing behavior.
• Marketing Research Skills: Students will gain practical marketing research and data analysis skills that will enable them to effectively study consumer preferences and interpret research results.
• Assessing the Impact of Technology: Students can assess the impact of technological advances and digital technologies on consumer behavior and use this knowledge to develop marketing strategies.
• Forecasting Future Trends: Students can analyze and forecast future megatrends that impact consumer behavior and adapt their marketing approaches to accommodate these changes.

Course Contents

• Customer oriented marketing
• Marketing research
• Consumer Behaviour
• Decision making
• Consumer Analysis Tools
• Customer Experience
• Customer Loyalty
• Consumer Trends

Assessment Elements

• Activity at seminars
• Practical tasks
• Final test (exam)
  The final test includes 40 main questions (5 questions per topic) and 3 additional questions (cases).

Interim Assessment

• 2025/2026 4th module
  0.2 * Activity at seminars + 0.5 * Final test (exam) + 0.3 * Practical tasks

Bibliography

Recommended Core Bibliography

• 9781119668541 - Hermawan Kartajaya-Iwan Setiawan-Philip Kotler - Marketing 5.0 : Technology for Humanity - 2021 - Wiley - https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=2736752 - nlebk - 2736752

Recommended Additional Bibliography

• 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.

Authors

• Kaplun Mariia Nikitichna
• Budko Viktoriia Aleksandrovna