Data Analysis for Optimization of Marketing Expenditure

2022/2023

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

1-й курс, 3 модуль

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

• The introduction & the role of data analysis (DA)& marketer's approach to DA
• Concepts of Digital Marketing
• Tools for analytics & Yandex Métrica for business
• Consumer's stimulus and outcomes
• Approaches to visualizing data & effective data storytelling
• The full research cycle & roads from idea to presentation

Assessment Elements

• Test
  The test consists of 20 test questions. Total time: 30 min. No negative marks for wrong answers.
• Group assignment (interactive dashboard)
• Group assignment (analytical report)
• Exam
  The exam consists of 25 test questions and covers all topics. Total time: 50 min. No negative marks for wrong answers.

Interim Assessment

• 2022/2023 3rd module
  0.25 * Group assignment (interactive dashboard) + 0.25 * Exam + 0.25 * Test + 0.25 * Group assignment (analytical report)

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