Advanced Marketing Models

2026/2027

Учебный год

ENG

Обучение ведется на английском языке

3

Кредиты

Кто читает:

Департамент менеджмента

Статус:

Курс обязательный

Когда читается:

2-й курс, 2 модуль

Преподаватель

Тимаков Александр Павлович

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 Marketing Models
• Advanced Models

Assessment Elements

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

Interim Assessment

• 2026/2027 2nd module
  0.15 * Empirical case studies solved in class + 0.3 * Midterm exam + 0.4 * Exam + 0.15 * Quizzes

Bibliography

Recommended Core Bibliography

• Fraser C. Business statistics for competitive advantage with Excel 2016: basics, model building, simulation and cases. New York, NY: Springer Science+Business Media, 2016. 475 с.
• Qualitative data analysis with NVivo, Bazeley, P., 2019
• Xiaojing Dong, Marketing Analytics and Data Science: Tools and Models, 2026, isbn 978-3-032-11130-2, https://doi.org/10.1007/978-3-032-11130-2

Recommended Additional Bibliography

• Stowell, Sarah (2014). Using R for Statistics. Apress. https://link.springer.com/book/10.1007%2F978-1-4842-0139-8

Authors

• Karpinskaia Emiliia Olegovna