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Research Seminar "Data-driven Business Research in Marketing"

Учебный год
Обучение ведется на английском языке
Курс обязательный
Когда читается:
2-й курс, 1, 2 модуль


Course Syllabus


The seminars are focused on helping students to start and form a master's thesis on wide range of topics from marketing and management. The seminars are intended for students enrolled in the track “Customer Analytics”. The aim of these seminars is to support students in building their individual learning trajectories and defining individual educational outcomes. In particular, the tutor provides students with recommendations regarding the master’s thesis preparation.
Learning Objectives

Learning Objectives

  • To be able to conduct a critical analysis of a relevant literature
  • To know how to design a research: identify a research problem and question, set clear research purpose, put forward hypotheses
  • To choose appropriate research methods, collect and analyze data
  • To obtain an empirical evidence and evaluate critically results
  • To draw conclusions, provide discussion of the research results
Expected Learning Outcomes

Expected Learning Outcomes

  • A student compares research design
  • Affective mechanisms of decision-making
  • Able to solve professional problems based on synthesis and analysis
  • A student knows the history of the discipline and subfields
  • Be able to compare the results in group discussion and fairly assess them
  • To be able to work with databases/open sources for construction of LR
  • To be able to plan methodology choices
  • To be ready to argument methodology choices
  • Analyze the relationship between marketing practices and their outcomes for the organizations
  • To be able to know key theories from marketing filed
Course Contents

Course Contents

  • Introductory part
  • Topic orientation
  • Research objective
  • Theories and concepts of Marketing field
  • Building argumentation
  • Methodology
Assessment Elements

Assessment Elements

  • non-blocking Analysis of cases
    Interim assignments made in class connected with research questions, topic formulation, articles for the analysis
  • non-blocking Written assignments
    Written assignments: trends essay, forms for discusssion, data-base work, scenarios
  • non-blocking Visual power set
    Submission of key visuals from the seminars (cognitive map, conceptual model, mind map, ontology)
  • non-blocking Final presentation
    Final presentation that consists of: Topic formulation & purpose of the research RQs & their justification Aim & objectives Primary literature review Visual strength & involvement
Interim Assessment

Interim Assessment

  • 2023/2024 2nd module
    0.3 * Analysis of cases + 0.2 * Final presentation + 0.1 * Visual power set + 0.4 * Written assignments


Recommended Core Bibliography

  • . V. 2: Optimal investment and marketing strategies, Murynets, I., 2012
  • Jack J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips, & Hong Yi. (2021). ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing. McGraw-Hill Education.
  • Marketing management, Kotler, Ph., 2000
  • Matosas-López, L. (2021). The Management of Digital Marketing Strategies in Social Network Services: A Comparison between American and European Organizations. Journal of Open Innovation, 7(1), 1–16. https://doi.org/10.3390/joitmc7010065
  • Principles and practice of marketing, Jobber, D., 2007
  • Ralf T. Kreutzer. (2021). Online Marketing (Vol. 1st ed. 2022). Springer.
  • Sevil Yesiloglu, & Joyce Costello. (2021). Influencer Marketing : Building Brand Communities and Engagement. Routledge.
  • Strategic marketing management, Lambin, J., 1997

Recommended Additional Bibliography

  • Маркетинг. Менеджмент : Учебник, Котлер, Ф., 2003