GRA 4139 Marketing Analytics
GRA 4139 Marketing Analytics
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.
- Develop an understanding of relevant applications of analytics in marketing;
- 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.
- Being able to use marketing models to support relevant marketing decisions;
- Advice decision makers in the organization about the outcomes of the analyses (e.g., regarding budget allocation);
- Determine the return on investment of several types of marketing investments.
- Understand the limitations of certain types of data (e.g., customer-level data) and marketing analytical tools.
- To evaluate data quality and decide whether it is meaningful to the problem being analyzed.
Topics covered in this course include:
- Model specification, estimation, validation and use
- Market response models
- Choice models
- Customer base analysis, including latent-attrition models
- Spatial models
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 that is not included on itslearning or text book
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.
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.
| Assessments |
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Exam category: Submission Form of assessment: Written submission Weight: 20 Grouping: Group/Individual (1 - 3) Duration: 2 Week(s) Exam code: GRA 41391 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 20 Grouping: Group/Individual (1 - 3) Duration: 2 Week(s) Exam code: GRA 41391 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Invigilation Weight: 60 Grouping: Individual Support materials:
Duration: 3 Hour(s) Comment: Written examination under supervision. Exam code: GRA 41391 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
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.