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 |
|
||||||||||||
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 |
|