Digital Marketing Intelligence

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,  -individuele opdracht,  -schriftelijk tentamen (open vragen)
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
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