Marketing Analytics (2235.YR.010950.2)

General information

Type:	OPT	Curs:	3,4	Period:	S semester
ECTS Credits:	2 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 3	Ioannis Evangelidis	Marketing	ENG

Group	Teacher	Department	Language
Year 4	Ioannis Evangelidis	Marketing	ENG

There are no prerequisites for this course. You should have R Studio installed on your computer before the beginning of this class. You can download R Studio here: https://posit.co/download/rstudio-desktop/

There is no previous knowledge that is specifically required for this course.

The distribution of your workload will be (roughly) as follows:
-Lectures and work during class: 40% of your workload
-Group assignment: 25% of your workload
-Individual assignment: 35% of your workload

In the Marketing course, you learned about the importance of Market Segmentation, Targeting and Positioning in formulating marketing strategies. But as a marketing analyst (whether you are working in management strategy consulting or in brand management), you would be faced with the key question: How does one implement these strategies in practice?

Firms increasingly have access to marketing data (e.g., A/B testing data, perceptions data, and preference data) as part of regular business. These data are collected, stored and organized by various companies. Such data can be today retrieved easily, visualized in a simple manner, and made available to marketing strategists. "Marketing Analytics" will equip you with practical tools to leverage marketing data to implement marketing strategies and to aid you in making strategic decisions.

The class will combine lectures on "what" these techniques are and "when" to apply them with hands on R Studio sessions on "how" to perform the analyses and interpret the output to take decisions. The course will have a heavy "hands-on" flavor, where we will analyze various datasets using R Studio.

In this course, you will develop a working knowledge of market data analytics:

1) You develop fluency with marketing analytics tools. By the end of this class, you will be able to analyze data and make managerial decisions.

2) You will learn how to think with data and understand the difference between correlation and causation and why it matters for data driven decision making. You will understand how critical it is to eliminate alternative explanations when trying to use data to causally link the decisions you make and the market outcomes you seek.

3) You will learn how to use your market measurement data to generate actionable answers about your markets:

4) You will develop an understanding as to which method and approach is best suited to leverage the market measurement data available.

1. COURSE INTRODUCTION & FUNDAMENTALS OF MARKETING RESEARCH

2. INTRODUCTION TO MEASUREMENT AND DESCRIPTIVE ANALYTICS

3. HYPOTHESIS TESTING & BIVARIATE ANALYTICS

4. MULTIVARIATE ANALYTICS

5. DATA DIAGNOSTICS

The course will combine lectures on "what" Marketing Research and Marketing Analytics techniques are and "when" to apply them using actual datasets from market research. We will have hands on sessions using R Studio, where we will discuss "how" to perform the analyses and interpret the output of those analyses to take decisions. Additionally, you will present and discuss your group projects in class during the final session(s).

There is no required textbook for this course. Any readings, notes, handouts, dataset or additional course materials will be available through the course website.

Group	Teacher	Department
Year 3	Ioannis Evangelidis	Marketing

Group	Teacher	Department
Year 4	Ioannis Evangelidis	Marketing