Customer Analytics

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Management

Course type:

Compulsory course

When:

3 year, 4 module

Instructors

Бурко Екатерина Дмитриевна

Гурова Екатерина Александровна

Савина Дарья Олеговна

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

• Understanding the evolution of marketing: Students can explain how and why marketing moved from a product-focused to a consumer-focused approach, and how this influences modern approaches to studying consumer behavior.
• • Analysing Psychological Aspects: Students will be able to analyse the psychological aspects of consumer behaviour, including the influence of emotion, perception and neuromarketing on decision making.
• • Applying Decision Making Approaches: Students will be able to use various consumer decision making models, such as decision trees, to analyse and predict purchasing behaviour.
• • Marketing Research Skills: Students will gain practical skills in marketing research and data analysis, enabling them to effectively study consumer preferences and interpret research results.
• • Assessing the Impact of Technology: Students will be able to assess the impact of technological advances and digital technologies on consumer behaviour and use this knowledge to develop marketing strategies
• • Forecasting Future Trends: Students will be able to analyze and predict future megatrends influencing consumer behavior and adapt their marketing approaches in line with 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
  A student's participation in group in-class activities (cases).
• Practical tasks
  The student's participation in the preparation and defense of an individual or group project is assessed
• Final test (exam)
  The final test includes 40 main questions (5 questions per topic) and 3 additional questions (cases).

Interim Assessment

• 2024/2025 4th module
  0.2 * Activity at seminars + 0.5 * Final test (exam) + 0.3 * Practical tasks

Bibliography

Recommended Core Bibliography

• Aric Rindfleisch, & Alan J. Malter. (2019). Marketing in a Digital World: Vol. First edition. Emerald Publishing Limited.
• Hermawan Kartajaya, Philip Kotler, & Den Huan Hooi. (2019). Marketing 4.0: Moving From Traditional To Digital. World Scientific Book Chapters, 99. https://doi.org/10.1142/9789813275478_0004

Recommended Additional 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
• Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
• 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.
• Malhotra, N. K., Birks, D. F., & Wills, P. (2012). Marketing Research (Vol. Fourth edition). Harlow, England: Pearson. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1417950

Authors

• GUROVA EKATERINA ALEKSANDROVNA