Course overview
To provide students with the theoretical and operational tools of marketing analytics for decision making. Students will explore the intricacies of marketing analytics. They will develop the skills and knowledge needed to extract meaningful insights from data and drive effective data-driven strategies.
Course learning outcomes
- Demonstrate the capability to analyse complex marketing data
- Demonstrate the ability to apply the acquired knowledge on marketing analytics to make strategic marketing decisions
- Demonstrate advanced communication of managerial implications of the results to specialist and non-specialist audiences
- Demonstrate a deep understanding of patterns of how businesses grow across different industries and countries using empirical data
- Demonstrate advanced knowledge of the effects of strategic changes in marketing activity on the business performance
- Demonstrate the capability to critically interpret the results from different quantitative marketing models
Degree list
The following degrees include this course