Опис курсу

Today, the issue of information and analytical support for enterprise activity and the adoption of management and marketing decisions is extremely relevant in the conditions of a dynamic market environment. Special attention is paid to the communication and analytical component of marketing information support, as these elements form, firstly, correct conclusions regarding the state of the market, consumer needs, competitors’ activities, and therefore, relevant recommendations for the implementation of sustainable activities; secondly, they form an operational and high-quality communication tool both between different divisions within the enterprise, as well as communication with the consumer, for effective communication and marketing service.

It is possible to solve such a task thanks to the systematic use of marketing analytical tools, thanks to which it is possible to talk about planned work in the information space of the activities of enterprises and organizations, saturated with various information flows. The main means of achieving this goal is the company’s marketing research system and constant monitoring of data.

All this is the basis of the fact that in-depth study of the discipline “Marketing analytics” is a necessity today, especially for the contingent of specialists in information technologies for business.

The subject of the academic discipline

The subject of the discipline “Marketing analytics” is the study of the main mechanisms and tools for analyzing the market environment.

The purpose of the educational discipline

The purpose of the educational discipline “Marketing Analytics” is the formation of students of higher education with theoretical knowledge regarding the concept of marketing information system, organization of the marketing strategy development process, analysis of key indicators of marketing activity, and acquisition of practical skills in the use of basic web analytics tools to adopt appropriate and effective management and marketing solutions.

Main tasks

To achieve the goal, the following main tasks are set:

• mastering the basic principles of marketing analytics and the concept of marketing analysis;
• mastering the skills of independent analysis of the company’s data in the field of marketing using computer equipment and basic web analytics tools.

The place of the educational discipline in the structural and logical scheme

In order to study the course, students of higher education acquire the necessary basic knowledge in the disciplines “Fundamentals of economic science”, “Microeconomics”, “Macroeconomics”, “Statistics”, “Information and communication technologies”, “Business analytics”, “Internet technologies”.

Requirements for knowledge and skills :

The study of an academic discipline involves the achievement of such a qualification level of student preparation, for which he must:

a) know:

• types of marketing analysis;
• basic approaches to developing a marketing strategy;
• the essence and role of key performance indicators of the enterprise;
• features and capabilities of marketing analytics tools.

b) be able to:

• form an information base and organize marketing analysis;
• use modern analytical tools to increase the effectiveness of the company’s marketing and control its key performance indicators.