Data Analysis for Optimization of Marketing Expenditure

2021/2022

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

1-й курс, 3 модуль

Преподаватель

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

• 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

• Be able to use professional tools for Digital Marketing
• Get the professional skills to get the professional accreditation Yandex Metrica Certification
• Learn how to employ Yandex Metrica for business purposes
• Understand and manage the lexicon and key concepts of Digital Marketing
• Further manipulation of the data using visualization

Course Contents

• Concepts of Digital Marketing

Assessment Elements

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

Interim Assessment

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

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

Recommended Additional Bibliography

• 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