Digital Marketing Intelligence

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	Titel Auteur ISBN Prijs Selected academic papers to illustrate applications of different methodologies* Various.
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	Opleiding Jaar Periode Type MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester II a keuzegroep MSc Marketing  (keuzevakken B Marketing Management) 1 semester II a keuze