Russia, Saint Petersburg

Marketing, Advertising and Market Analysis

online course
when 6 July 2020 - 17 July 2020
language English
duration 2 weeks
credits 4 EC
fee EUR 596

This online 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.

Course leader

The course is taught by Evgeny A. Antipov, PhD, Associate Professor, Department of Management, HSE – St. Petersburg; Elena B. Pokryshevskaya, Associate Professor, Department of Management, HSE – St. Petersburg; and Anna O. Daviy, Lecturer, Department of M

Target group

We are looking for participants with:
-Mandatory basic knowledge of Microsoft Excel
-Some training in general management is recommended, but participants with other backgrounds are also welcomed
-Introductory knowledge of R programming is preferable but not mandatory. We recommend at least studying A (very) short introduction to R

Course aim

To teach students 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

Fee info

EUR 596: Early Bird Fee

The students are required to pay a separate online processing fee (approx. 43 EUR).
EUR 656: Regular Fee

The students are required to pay a separate online processing fee (approx. 43 EUR).

The fee covers tuition, study materials and introductory cultural activities: boat trip and welcome dinner, guided walking tour. Accommodation costs, everyday transfers, meals and optional city sightseeing tours are not included into the fee.