Marketing Analytics

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
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. Describe how a company can translate its mission into a vision and strategic marketing goals
3. Distinguish segments in a market, select target segments and define marketing mixes that are suited for these segments
4. Explain the concept and the functions of the 4 marketing mix instruments to reach strategic marketing goals
5. Advise on the operational decisions of the 4 marketing instruments
6. Select the appropriate marketing research technique from a limited set of techniques for a specific marketing research problem
7. Apply the selected marketing research technique on a provided marketing data set
8. Interpret the outcomes and present these in a written report
9. Translate the outcomes into marketing information that is usable to a marketing manager and present this in a written report
Omschrijving
Uren per week 2
Onderwijsvorm hoor- en werkcolleges, practica
Toetsvorm opdracht(en), schriftelijk tentamen met meerkeuzevragen, schriftelijk tentamen met open vragen
Vaksoort bachelor
Coördinator dr. H. Risselada
Docent(en) dr. F. Eggers ,dr. H. Risselada
Verplichte literatuur
Titel Auteur ISBN Prijs
Principles of Marketing Engineering Lilien, Gary L., Arvind Rangaswamy, and Arnaud De Bruyn 9780985764807
Selected articles, t.b.a. (links via Nestor) Various
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.
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)50 363 6288, e-mail: h.risselada@rug.nl.
Opgenomen in
Opleiding Jaar Periode Type
BSc Econometrics and Operations Research/EOR  (basisprogramma BSc EOR) 3 semester I a verplicht
Courses open to Exchange Students (BSc)  ( Courses open to Exchange Students (BSc) without limited access) 3 semester I a keuze