Advanced Marketing Models

2025/2026

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

2-й курс, 2 модуль

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

• 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

• 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

• Methods of processing and analyzing marketing data
• Advanced Models

Assessment Elements

• Quizzes
• Empirical case studies solved in class
• Midterm exam
• Exam

Interim Assessment

• 2025/2026 2nd module
  0.4 * Exam + 0.15 * Empirical case studies solved in class + 0.3 * Midterm exam + 0.15 * Quizzes

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

• Anette M. Denardo, & Ed. D. (n.d.). Using NVivo to Analyze Qualitative Data.
• 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
• NVivo – an Introduction. (2019). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.E4D45F71

Authors

• Volkova Natalia Vladimirovna
• Budko Viktoriia Aleksandrovna