Data-driven Culture

2024/2025

Academic Year

ENG

Instruction in English

6

ECTS credits

Delivered at:

Department of Marketing (Nizhny Novgorod) (Faculty of Management (Nizhny Novgorod))

Course type:

Compulsory course

When:

1 year, 3, 4 module

Instructor

Alexandrovskiy, Sergey

Course Syllabus

Abstract

The course helps students to learn how to set analytic goals, work with data in a team, select data analysis methods, and make decisions based on data. If students know basic statistics and use Python, R, or SPSS for analysis, it helps students to better understand the course topics.

Learning Objectives

• Know job requirements. Set and decompose analytic goals and metrics
• To learn how to set analytic goals, work with data in a team, select data analysis methods, and make decisions based on data.

Expected Learning Outcomes

• Know job requirements. Set and decompose analytic goals and metrics
• Select and apply data collection, preparation and analysis methods and tools.
• Prepare a report and explain (present) results.

Course Contents

• Marketing analytics jobs and goals
• Data collection, preparation and analysis
• Report and presentation of results

Assessment Elements

• Homework 1
  Homework on end-to-end analytics or/and cohort analysis
• Homework 2
• Homework 3
• Homework 4

Interim Assessment

• 2024/2025 4th module
  0.25 * Homework 1 + 0.25 * Homework 2 + 0.25 * Homework 3 + 0.25 * Homework 4

Bibliography

Recommended Core Bibliography

• Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.

Recommended Additional Bibliography

• Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.
• Jeffery, M. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know [Электронный ресурс] / Mark Jeffery; БД ebrary. – John Wiley & Sons, Incorporated, 2010. – 323 p. – ISBN 9780470504543. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=485632&query=Data-Driven+Marketing. – Загл. с экрана.

Authors

• ALEKSANDROVSKIY SERGEY VLADIMIROVICH
• Попова Екатерина Петровна
• LYUBCHANSKAYA ELENA ALEKSANDROVNA