Digital Marketing Intelligence

Uitgebreide vaknaam	Digital Marketing Intelligence
Leerdoelen	Upon completion of the course the student is able to: 1. Set up a market research study to solve marketing management problems with respect to new product development, A/B testing, diffusion, web analytics, social influence and text analysis. 2. Apply advanced marketing research methods to solve the problems mentioned under (1). 3. Interpret the outcomes of the advanced market research methods mentioned under (2). 4. Give advice for managerial decision making with respect to new product development and diffusion, web analytics, and social influence.
Omschrijving	The following methods will be covered in this course: A/B testing, Conjoint Analysis, the Bass Diffusion model and text analysis.
Uren per week	5
Onderwijsvorm	hoorcolleges, practica
Toetsvorm	schriftelijk tentamen met meerkeuzevragen (digitaal)
Vaksoort	master
Coördinator	dr. H. Risselada
Docent(en)	dr. F. Eggers ,dr. H. Risselada
Verplichte literatuur	Titel Auteur ISBN Prijs Selected academic papers to illustrate aplications of different methodologies. Various
Entreevoorwaarden
Opmerkingen	Secretary Marketing: phone +31(0)50 3637065, e-mail marketing.education@rug.nl, room DUI 334
Opgenomen in	Opleiding Jaar Periode Type DD MSc Marketing-Intelligence - Münster University MIS/MF, Münster (2-jarig)  (basisprogramma voor studenten uit Münster) 2 semester I b verplicht DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (basisprogramma voor studenten uit Oslo) 2 semester I b verplicht MSc Marketing  (basisprogramma Marketing Intelligence) 1 semester I b verplicht MSc Marketing  (keuzevakken B Marketing Management) 1 semester I b keuze