Marketing Analytics

Description

The Marketing Analytics course aims to familiarize students with advanced research methods that are indispensable for today’s marketing analysts. Increasing levels of digitization offers an abundance of data about customers, brands and markets to marketing analysts. We adopt a first principle approach that provides a structure relevant for any specific marketing context and helps analysts to select or develop the right set of analysis techniques to address different marketing challenges. The course follows an hands-on approach including data-driven case studies and the use of statistically software. After this course students should be able to 1)     Identify potential marketing problems and explain how analytics can be of help 2)     Propose and perform the right analysis technique 3)     Draw the right conclusion for their marketing strategy With companies across industries actively seeking professionals who combine marketing expertise with analytical skills to transform data into competitive advantages, this course gives students an edge when applying for these in-demand roles. In addition, through the discussion of real-world examples, students will be able to: Distinguish between correlation and causation in marketing data and research. Critically evaluate the line between lawful consumer targeting and unlawful discrimination. Estimate consumers’ willingness to pay for sustainable product features using appropriate analytical methods. Recognize and reflect on potential biases embedded in predictive models and machine learning algorithms. Understand the unintended consequences that public policy interventions can have on marketing outcomes. Analyze the influence of advertising on consumer behavior, particularly in promoting healthy versus unhealthy food choices. Please note that the exact set of examples discussed may vary from year to year, and as a result, the substantive learning outcomes may differ slightly depending on the cases covered.