MRK 35X3 Marketing Analytics
Businesses possess a great amount of data concerning their offerings and brands from registered online and offline customer behavior data related to their products, services, and audiences. A key challenge is to utilize these data to improve marketing related decisions. This course teaches students to meet this challenge. The course will cover topics such as segmentation, positioning lifetime value, price estimation, sales predictions, sentiment analysis and resource allocation.
Students will be able to use conjoint analysis, cluster analysis, regression analysis, choice models, and Excel’s solver function to analyze data. Student will use Excel in most of the exercises in the course.
Students will learn how to deal with GDPR issues and make ethical decisions when analyzing customers.
Et kurs med 1 studiepoeng tilsvarer en arbeidsmengde på 26-30 timer. Et kurs på 7,5 studiepoeng tilsvarer derfor en arbeidsmengde på minimum 200 timer.