Digital Marketing Intelligence

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBM079B05
Vaknaam Digital Marketing Intelligence
Niveau(s) master
Voertaal Engels
Periode semester I b
Rooster rooster

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
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.
Opmerkingen Secretary Marketing: phone +31(0)50 3637065, e-mail, 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