Digital Marketing Intelligence

Faculteit Economie en Bedrijfskunde
Jaar 2021/22
Vakcode EBM079B05
Vaknaam Digital Marketing Intelligence
Niveau(s) master
Voertaal Engels
Periode semester II a
ECTS 5
Rooster rooster

Uitgebreide vaknaam Digital Marketing Intelligence
Leerdoelen Upon completion of the course the student is able to:
1. Set up a marketing research study to solve strategic managerial decision problems;
2. Apply different marketing research methods in a competent manner;
3. Interpret the outcomes of the different marketing research methods;
4. Evaluate the design of marketing research studies that address strategic marketing problems;
5. Give advice for managerial decision making.
Omschrijving The following methods will be covered in this course: A/B testing, website morphing, attribution modeling, social network analysis, Conjoint Analysis, the Bass Diffusion model and text analysis.
Uren per week 5
Onderwijsvorm -computer practicum,  -gastcollege ,  -hoorcollege
Toetsvorm -groepsopdracht,  -schriftelijk tentamen (open en mc vragen)
(In case we still have to use online and remote assessment, we will not use MC questions in the exam.)
Vaksoort master
Coördinator dr. H. Risselada
Docent(en) Dr. J.P. Hartmann ,dr. H. Risselada , H.K. Smit, MSc.
Verplichte literatuur
Titel Auteur ISBN Prijs
Selected academic papers to illustrate applications of different methodologies* Various.
Entreevoorwaarden This course is part of the Marketing Analytics and Data Science profile and therefore R is the default language for the data analyses. In order to succeed in this course you need to know the basics of R.
Opmerkingen Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail
marketing.education@rug.nl, room 5411-0334
Opgenomen in
Opleiding Jaar Periode Type
MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester II a keuzegroep
MSc Marketing  (keuzevakken B Marketing Management) 1 semester II a keuze