Marketing Analytics

Uitgebreide vaknaam	Marketing Analytics
Leerdoelen	Upon completion of the course the student is able to: 1. Explain marketing concepts and the most important elements of marketing environments. 2. Distinguish segments in a market, select target segments and define marketing mixes that are suited for these segments 3. Explain the concept and the functions of the 4 marketing mix instruments to reach strategic marketing goals 4. Advise on the operational decisions of the 4 marketing instruments 5. Select the appropriate marketing research technique from a limited set of techniques for a specific marketing research problem 6. Apply the selected marketing research technique on a provided marketing data set 7. Interpret the outcomes and present these in a written report
Omschrijving	Marketing Analytics is an introductory course to both marketing and marketing analytics. It covers basic concepts and theoretical models as well as applications of econometric models in marketing.
Uren per week	4
Onderwijsvorm	-computer practicum,  -gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm	-groepsopdracht,  -individuele opdracht,  -schriftelijk tentamen (open vragen)
Vaksoort	bachelor
Coördinator	dr. H. Risselada
Docent(en)	Dr. J.P. Hartmann ,dr. H. Risselada
Verplichte literatuur	Titel Auteur ISBN Prijs Principles of Marketing Engineering and Analytics, 3rd edition Lilien, Gary L., Arvind Rangaswamy, Arnaud De Bruyn 9780985764807 Seven Summits of Marketing Research (ebook only), 2016, (http://tinyurl.com/j8hmmgb) Vallenby, Greg M., Jeff D. Brazell
Entreevoorwaarden	Please note that this is not a basic marketing course. The focus of this course is on the analytics part. More specifically, we expect the student to have extensive knowledge on OLS and maximum likelihood estimation. Basic programming skills are also required.
Opmerkingen	In addition, for illustrating the application of econometrical techniques: relevant scientific articles for example from journals as: Journal of Marketing, Journal of Marketing Research, Journal of Consumer research, International Journal of Reseach in Marketing. Because the course is given in the third year of the curriculum, we can really discuss such papers in depth. Info: Dr Hans Risselada, phone: +31(0)50 36 36288, e-mail: h.risselada@rug.nl.
Opgenomen in	Opleiding Jaar Periode Type BSc Econometrics and Operations Research/EOR  (minor Econometrics and Operations Research/EOR) 3 semester I a verplicht