30420 - MARKETING ANALYTICS
Department of Marketing
Course taught in English
Go to class group/s: 25
Course Director:
MICHAEL TRUSOV
MICHAEL TRUSOV
Mission & Content Summary
MISSION
In today’s information economy companies have access to data about markets, products, customers, and much more. When deciding on issues such as pricing, advertising or targeting these data can be very valuable to companies if used correctly. This course provides you with the tools and methods that allow you to leverage data to help shape a marketing strategy. We focus on secondary data, i.e., data that originates from consumer behavior. Examples for secondary data are aggregate market data (e.g., car sales data), disaggregate panel data (e.g., consumer grocery shopping data) and individual level data (e.g., Clickstream data that tracks consumers behavior online). Primary data, on the other hand, are collected specially for the purpose in mind, e.g., through survey or conjoint, and are covered in the Marketing Research class.
CONTENT SUMMARY
The course has three major parts:
- Market and Consumer-level analysis using aggregate and disaggregate (panel) data. We cover:
- Demand Models.
- Promotions and Promotion Profitability.
- Advertising Response Model.
- Customer Relationship Management (CRM) and One-to-One Marketing. We focus on the key questions driving firm strategy in many forward-thinking firms today:
- If you are starting a new business or a new product line, how ought you to go about acquiring new customers?
- Once you have a core base of good customers, how do you go about finding more customers like the good customers you have?
- How do you strengthen the relationships with your good customers, build their loyalty and make them heavier buyers from you?
- How do you prevent your good customers from leaving you for your competitors?
- Digital Marketing. We focus on how the internet can be used to market products:
- Paid Search Advertising.
- Social Media.
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Understand the working mechanisms of consumer data analytics.
- Learn the principle of customer management in terms of acquisition and retention.
- Get the principles of digital marketing in terms of online advertising and social media.
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Analyze and interpret customer decisions using panel data.
- Prioritize customers and select appropriate actions across different segments.
- Define and market products in digital settings.
Teaching methods
- Face-to-face lectures
- Guest speaker's talks (in class or in distance)
- Exercises (exercises, database, software etc.)
- Case studies /Incidents (traditional, online)
- Individual assignments
- Group assignments
DETAILS
All methods others than face-to-face lectures are used to give evidence to the application of theoretical concepts and models.
Assessment methods
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ATTENDING STUDENTS
Detailed information on the assessment methods are provided at the beginning of the course.
NOT ATTENDING STUDENTS
Detailed information on the assessment methods are provided at the beginning of the course.
Teaching materials
ATTENDING STUDENTS
To be communicated at the beginning of the course.
NOT ATTENDING STUDENTS
To be communicated at the beginning of the course.
Last change 21/06/2018 11:28