GRA 4139 Marketing Analytics

GRA 4139 Marketing Analytics

Course code: 
GRA 4139
Department: 
Marketing
Credits: 
6
Course coordinator: 
Auke Hunneman
Product category: 
Master
Portfolio: 
MSc in Business Analytics
Semester: 
2020 Spring
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

Due to technological developments and the proliferation of high-quality data, marketing is becoming an increasingly quantitative profession. This means that marketing professionals should not only be creative, they also must have a solid background in marketing analytical tools in order to make sense of all the available data. This course aims to cover topics in marketing analytics, an area that is of utmost importance for the development of sound marketing strategies and tactics. It will be particularly useful for students who want to pursue a career in quantitative marketing and marketing consulting.

Learning outcomes - Knowledge
  • Know how to use statistical tools to evaluate the impacts of marketing decisions on relevant outcome variables like revenues, profits or customer lifetime value;
  • Understand which analytical tools are used for which marketing problems;
  • Gain an understanding of the data requirements and limitations of different marketing analytical tools.
Learning outcomes - Skills
  • Being able to use marketing models to support relevant marketing decisions;
  • Determine the effectiveness of several types of marketing investments.
General Competence
  • Becoming more confident with statistical analysis.
  • Understand the limitations of certain types of data (e.g., customer-level data) and certain marketing analytical tools.
Course content

Topics covered in this course include:

  1. Model specification, estimation, validation and use
  2. Market response models
  3. Choice models
  4. Customer base analysis, including latent-attrition models
  5. Spatial models
Teaching and learning activities

-

Software tools
R
SPSS
Additional information

Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class. 

This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam components will get a lower grade or may fail the course. Information about the point system and the cut off points with reference to the letter grades, will be given when the course starts.

All components must, as a main rule, be retaken during next scheduled course.

Qualifications

All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 41391
Grading scale:
Point scale
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No2 Week(s)Group/Individual (1 - 3)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 41391
Grading scale:
Point scale
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No2 Week(s)Group/Individual (1 - 3)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
GRA 41391
Grading scale:
Point scale
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
60Yes3 Hour(s)
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
Individual Written examination under supervision.
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group/Individual (1-3)
Support materials:
Duration:2 Week(s)
Comment:
Exam code: GRA 41391
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group/Individual (1-3)
Support materials:
Duration:2 Week(s)
Comment:
Exam code: GRA 41391
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
Duration:3 Hour(s)
Comment:Written examination under supervision.
Exam code: GRA 41391
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Type of Assessment: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100
Sum workload: 
0

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.