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Marketing Analytics
| Faculteit | Economie en Bedrijfskunde |
| Jaar | 2020/21 |
| Vakcode | EBB114A05 |
| Vaknaam | Marketing Analytics |
| Niveau(s) | bachelor, uitwisseling |
| Voertaal | Engels |
| Periode | semester I a |
| ECTS | 5 |
| Rooster | rooster |
| 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 8. Translate the outcomes into marketing information that is usable to a marketing manager and present this in a written report. |
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| 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, -hoorcollege , -werkcollege | ||||||||||||
| Toetsvorm | -groepsopdracht, -schriftelijk tentamen (open vragen) | ||||||||||||
| Vaksoort | bachelor | ||||||||||||
| Coördinator | dr. H. Risselada | ||||||||||||
| Docent(en) | dr. F. Eggers ,dr. H. Risselada , H.K. Smit, MSc. | ||||||||||||
| Verplichte literatuur |
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| 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. A maximum of 10 exchange students can enroll in this course. |
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| 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. |
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