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Regular version of the site

Advanced Marketing Models

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

Instructor


Timakov, Alexander

Course Syllabus

Abstract

The primary focus of this course is 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 statistical, econometric and optimization techniques to marketing problems.
Learning Objectives

Learning Objectives

  • Choose methods adequately to the objectives of a research project
  • Collect, store, process and analyze data according to high standard
  • Conduct empirical business research and solve managerial problems using modern analytic software tools
  • Conduct empirical business research and solve managerial problems using modern analytic software tools
Expected Learning Outcomes

Expected Learning Outcomes

  • Collect, store, process and analyze data according to high standards
  • Choose methods adequately to the objectives of a research project
  • Conduct empirical business research and solve managerial problems using modern analytic software tools
  • Select relevant statistical methods and apply them correctly to marketing problems
Course Contents

Course Contents

  • Methods of processing and analyzing marketing data
  • Advanced Marketing Models
Assessment Elements

Assessment Elements

  • non-blocking Quizzes
  • non-blocking Empirical case studies solved in class
  • non-blocking Midterm exam based on Data camp
  • non-blocking Exam
Interim Assessment

Interim Assessment

  • 2024/2025 2nd module
    0.25 * Empirical case studies solved in class + 0.25 * Exam + 0.25 * Midterm exam based on Data camp + 0.25 * Quizzes
Bibliography

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

Authors

  • BUDKO VIKTORIYA ALEKSANDROVNA