Advanced Marketing Models

2021/2022

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Management

Course type:

Elective course

When:

2 year, 1 module

Instructor

Pokryshevskaya, Elena B.

Course Syllabus

Abstract

The primary focus of this course if on quantitative models that can be used by managers to support marketing decisions. In addition to having conceptual skills, modern managers must increasingly master techniques of data-driven decision modeling to do strategic planning based on information from corporate information systems as well as external data sources. This course teaches how to apply econometric, machine learning and optimization techniques to marketing problems.

Learning Objectives

• Choose methods adequately corresponding to the objectives of a research project
• Collect, store, process and analyze data according to high standards
• Conduct empirical business research using modern analytic software tools
• Develop and apply new research methods
• Solve managerial problems using best practices of data analysis using modern computational tools

Expected Learning Outcomes

• Choose methods adequately corresponding to the objectives of a research project
• Collect, store, process and analyze data according to high standards
• Conduct empirical business research using modern analytic software tools
• Develop and apply new research methods
• Solve managerial problems using best practices of data analysis using modern computational tools

Course Contents

• Optimization modeling for Marketing
• Advanced Excel functions for analyzing marketing data
• Econometric modeling of scanner sales data

Assessment Elements

• Empirical case studies solved in class:
• Kahoot
• Midterm exam based on Data camp
• Exam

Interim Assessment

• 2021/2022 1st module
  The final grade is the simple average of 4 components. As each component is evaluated on the 100-point scale (without rounding to the nearest integer), the final grade is first obtained as a continuous number on the 100-point scale (not rounded to an integer) and then converted to the 10-point according to the rules for converting the 100-point scale final grade to the 10-point scale: [95,100)=10 [90,95)=9, [80,90)=8, [70,80)=7, [60,70)=6, [50,60)=5, [40,50)=4, [30,40)=3, [20,30)=2, [10,20)=1, [0,10)=0

Bibliography

Recommended Core Bibliography

• Quirk, T. J., & Rhiney, E. (2016). Excel 2016 for Marketing Statistics : A Guide to Solving Practical Problems. Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1261494

Recommended Additional Bibliography

• Chapman, C., & Feit, E. M. (2019). R For Marketing Research and Analytics (Vol. Second edition). Cham: Springer. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2093001