Marketing Analytics*

A.Y. 2024/2025
6
Max ECTS
40
Overall hours
SSD
SECS-P/08
Language
English
Learning objectives
Familiarize students with data-driven marketing strategies and to help them understand the process of converting data to marketing decisions. Provide a working knowledge of data handling and modeling techniques using widely-used software and tools. Present applications of the techniques to new product design, consumer segmentation, targeting customers, pricing, search engine advertising, and sales force allocation. Acquire a practical knowledge of the use of big data and of machine learning and statistical learning techniques in marketing analytics
Expected learning outcomes
At the end of the course the student will feel comfortable making data-driven marketing decisions independently as well as in a group setting, will gain competency to utilize the commonly-used software tools for his / her marketing-related data analysis needs, will be able to carry out these techniques independently after practicing on several full-length cases.
Single course

This course can be attended as a single course.

Course syllabus and organization
Professor(s)
We use a selection of our own and third-party cookies on the pages of this website: Essential cookies, which are required in order to use the website; functional cookies, which provide better easy of use when using the website; performance cookies, which we use to generate aggregated data on website use and statistics; and marketing cookies, which are used to display relevant content and advertising. If you choose "ACCEPT ALL", you consent to the use of all cookies. You can accept and reject individual cookie types and revoke your consent for the future at any time at "Settings".