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Regular version of the site

Mentor's Seminar "Customer Analytics"

2024/2025
Academic Year
ENG
Instruction in English
2
ECTS credits
Course type:
Compulsory course
When:
2 year, 1-3 module

Instructor


Pleshkova, Anastasiia

Course Syllabus

Abstract

The seminar is intended for students enrolled in the track “Customer Analytics”. The aim of this seminar is to support students in building their individual learning trajectories and defining individual educational outcomes. In particular, the academic mentor provides students with recommendations regarding the selection of elective courses within their Major and Magolego courses from the university-wide pool.
Learning Objectives

Learning Objectives

  • To help students to gain necessary background in Customer Analytics
  • To help students to choose the individual learning path that matches to their future career development
  • To help students to find path for their research projects in the broad area of Marketing
  • To impose the sustainable development component in students' research activities
Expected Learning Outcomes

Expected Learning Outcomes

  • Able to solve professional problems based on synthesis and analysis
  • Students can choose and formulate appropriate directions of their research, evaluate their practical value and theoretical contribution
  • Students can plan their research projects
  • Add to implement sustainable development principles in research projects
  • Students choose appropriate methods of research in Marketing
Course Contents

Course Contents

  • Customer analytics as a professional activity and the area of research
  • Research Methods and trends in Marketing
  • Sustainable development in Marketing
  • Soft skills for analysts
Assessment Elements

Assessment Elements

  • non-blocking Overview presentation
  • non-blocking Activity
Interim Assessment

Interim Assessment

  • 2024/2025 3rd module
    0.3 * Activity + 0.7 * Overview presentation
Bibliography

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

  • 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

Authors

  • Pleshkova Anastasiia Iurevna
  • Volkova Natalia Vladimirovna