9 July 2021
Data Science and Qualitative Methods for Marketing Analytics
This course introduces hands-on approaches to solving marketing problems using quantitative and qualitative data. Multiple specific problems/cases will be showcased from various fields of marketing analytics: marketing research, customer analytics, social network analysis, advertising, etc. Both quantitative (statistical analysis of substantial volumes of sales/survey/customer data) and qualitative (in-depth interviews, content analysis) methods will be considered.
The course is taught by Evgeny A. Antipov, Elena B. Pokryshevskaya, and Anna O. Daviy (HSE, Saint Petersburg School of Economics and Management, Department of Management).
We are looking for participants with basic knowledge of Microsoft Excel. Some training in general management is recommended, but participants with other backgrounds are also welcomed.
Formal requirement: 18+.
The course will teach students how to:
-Use Excel and R for solving some of the key marketing problems
-Extract maximum insight from various data sources available to a company
-Work out main errors in data collection tools (e.g. in-depth interview guide) and generating ideas on how to resolve them
-Design data collection forms for the qualitative research that is conducted during the course
-Interpret the result of data analysis, followed by reporting and communicating the results
EUR 850: EARLY BIRD RATE
EUR 865: REGULAR RATE
The fees cover registration and tuition.