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Regular version of the site

Data Analysis for Optimization of Marketing Expenditure

2021/2022
Academic Year
ENG
Instruction in English
3
ECTS credits
Course type:
Compulsory course
When:
1 year, 3 module

Instructor


Лушова Анна Владимировна

Course Syllabus

Abstract

Quantitative methods of research have found a prominent place not only in the academic sphere but also in various forms of business activities. It has become crucial to understand what conclusions can be drawn from available sets of data in the business domain. This course aims to advance students’ skills and knowledge related to data analysis and econometrical methods of research. It provides the students with the practical examples that demonstrate how quantitative techniques can be implemented to understand major business phenomena, as well as important trends in global economy.
Learning Objectives

Learning Objectives

  • Understand and manage the lexicon and key concepts of Digital Marketing
  • Be able to use professional tools for Digital Marketing
  • Learn how to employ Google Analytics for business purposes
  • Get the professional skills to get the professional accreditation Google Analytics Individual Qualification (IQ)
  • Learn how to employ Yandex Metrica for business purposes
  • Get the professional skills to get the professional accreditation Yandex Metrica Certification
  • Further manipulation of the data using Simplified visualization and DataBase Querying
  • Apply research in business studies.
  • Use market-based research designs.
  • Forecast and plan business.
  • Evaluate return and risk in business.
  • Learn to take effective business decisions by considering multiple perspectives.
Expected Learning Outcomes

Expected Learning Outcomes

  • Apply research in business studies.
  • Be able to use professional tools for Digital Marketing
  • Evaluate return and risk in business.
  • Forecast and plan business.
  • Further manipulation of the data using Simplified visualization and DataBase Querying
  • Get the professional skills to get the professional accreditation Google Analytics Individual Qualification (IQ)
  • Get the professional skills to get the professional accreditation Yandex Metrica Certification
  • Learn how to employ Google Analytics for business purposes
  • Learn how to employ Yandex Metrica for business purposes
  • Learn to take effective business decisions by considering multiple perspectives.
  • Understand and manage the lexicon and key concepts of Digital Marketing
  • Use market-based research designs.
Course Contents

Course Contents

  • Concepts of Digital Marketing
  • Google Analytics for business
  • Yandex Métrica for business
  • Simplified visualization and DataBase Querying
  • Market-based research designs
  • Business forecasting and planning
  • Return and risk evaluation
  • Effective business decisions by considering multiple perspectives
Assessment Elements

Assessment Elements

  • non-blocking In-class Participation
  • non-blocking Project Work
  • non-blocking Exam,
  • non-blocking Google Analytics Individual Qualification (GAIQ) and Yandex Metrica Certification
Interim Assessment

Interim Assessment

  • 2021/2022 3rd module
    0.25 * Exam, + 0.25 * Google Analytics Individual Qualification (GAIQ) and Yandex Metrica Certification + 0.25 * In-class Participation + 0.25 * Project Work
Bibliography

Bibliography

Recommended Core Bibliography

  • Laursen, G. H. N., & Thorlund, J. (2016). Business Analytics for Managers : Taking Business Intelligence Beyond Reporting (Vol. Second edition). Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1367899
  • Simon, P. (2017). Analytics : The Agile Way. Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1548149