MARKETING ANALYTICS, METRICS AND PERFORMANCE

Description

This course deals with concepts, methods, and applications of marketing metrices and analytics. Unlike most marketing courses that focus on conceptual material, this course will provide analytic skills to translate conceptual understanding into metrices, key performance indicators and data visuals (e.g., charts) to guide operational and strategic marketing strategies and decisions a skill in increasing demand in organizations today. The philosophy in this course embraces three main principles: learning by doing, end user modeling and delivering/communicating action-oriented marketing recommendations to business clients. Each topic has a software implementation along with a case study on a relevant business problem or opportunity. In short, students will analyse primary and/or secondary data to understand: - What is going on (Descriptive analytics: marketing metrices and performance measurement) - Why is it happening (Diagnostic analytics) - What is likely to happen (Predictive analytics) - What to do about it (Marketing decisions) The course will be of particular value to students planning careers in marketing and management consulting. The course is designed for students with some background in basic marketing concepts and statistics. Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, Real World Cases, Group Assignments. Content: Marketing metrices Data visualisation Google analytics Hypotheses development and testing Independent sample t-test Paired-sample t-test One-sample t-test ANOVA Correlation Regression analysis Conjoint analysis Cluster analysis Multi-dimensional scaling Provide students with the opportunity to learn and apply key methods of marketing analytics. Provide students with a practical experience of applying key methods in measuring, managing, analysing, and presenting marketing-related datasets and relevant marketing performance metrices. Develop student ability to effectively work as a team whereby they coordinate and communicate with other individuals, and appreciate the importance of teamwork in analysing marketing-related datasets and presenting relevant marketing metrics. Attributes Developed 001 Learn about different marketing metrices to measure marketing performance. K 002 Understand how marketing metrices, analytical techniques and computer models can enhance marketing decision-making. K 003 Learn to view marketing phenomena and processes in ways that are amendable to decision modelling. CP 004 Evaluate and use a number of statistical methods for analysing marketing-related datasets. PT 005 Use a software tool kit that will enable you to apply marketing analytics to real marketing decision problems. P