Studies > Marketing analytics

Marketing analytics

Тип: На вибір студента

Кафедра: department of digital economics and business analytics

Навчальний план

СеместрКредитиЗвітність
54Залік

Лекції

СеместрК-сть годинЛекторГрупа(и)
516доцент Borshchuk  I. V.

Лабораторні

СеместрК-сть годинГрупаВикладач(і)
532УФЕ-31сдоцент Borshchuk  I. V., доцент Borshchuk  I. V.

Опис курсу

The discipline “Marketing Analytics” is an elective academic discipline of the cycle of professional and practical training in the specialty 051 “Economics”, the educational program “Information Technologies in Business”, which is taught in the V semester in the amount of 4 credits (according to the European Credit Transfer System ECTS).

The purpose of the academic discipline is to form in students a systematic understanding of the methods and tools of marketing analytics and develop practical skills in collecting, processing and interpreting marketing data to substantiate management decisions in a modern business environment.

Objectives of the academic discipline:

– to master the theoretical foundations of marketing analytics and its role in the enterprise management system;

– to learn how to analyze the market, competitive environment and consumer behavior;

– to master the system of marketing indicators (KPI) and the methodology for their calculation;

– develop skills in assessing the effectiveness of marketing campaigns and advertising activities;

– learn to use digital marketing analytics tools;

– develop the ability to forecast demand and make marketing decisions based on analytical data;

– develop analytical thinking and the ability to interpret the results of marketing analysis for the strategic development of the company.

Рекомендована література

  1. Danchenko O.B., Dzyuba T.V. Marketing research in projects: a textbook. Kyiv: Higher Educational Institution “University of Economics and Law “KROK”, 2021. 224 p.
  2. Kibik O. M., Kotlubay V. O., Khaiminova Yu. V., Nesterova K. S., Kalmykova N. Yu. Marketing: teaching-methodical manual. Odesa, 2020. 68 p.
  3. Marketing: teaching-methodical manual. Ed. N. R. Ivanechko. Ternopil: ZUNU, 2021. 180 p.
  4. Pisarenko N.L. Digital marketing: educational and methodological complex of the discipline: textbook. Kyiv: Igor Sikorsky Kyiv Polytechnic Institute, 2020. 82 p.
  5. Senyshyn O. S., Kryveshko O. V. Marketing: textbook. Lviv: Ivan Franko National University of Lviv, 2020. 347 p.
  6. Yashkina O.I., Saveliev M.S.. Strategies for choosing Internet marketing tools depending on the business models of enterprises. Marketing and digital technologies. Vol. 5, No. 2, 2021. P.75-83
  7. Sweetwood A. Marketing analytics. How to support intuition with data. trans. from English. K.: Publishing house “Nash Format”, 2019. 152 p.
  8. Ukrainian Association of Marketing. URL:https://www.uam.in.ua/ukr/about/
  9. Journal “Marketing in Ukraine”. URL:https://www.uam.in.ua/rus/projects/marketing-in-ua/arhive.php
  10. Analysis of competitors with the YouControl Market tool. URL: https://blog.youcontrol.market/analiz-konkurientiv-instrumentom-youcontrol-market/
  11. Analytical tools for marketing email newsletters for Dynamics 365 Marketing. URL:https://docs.microsoft.com/uk-ua/dynamics365/marketing/marketing-analytics/analytics-gallery-email
  12. Google Data Studio. URL:https://datastudio.google.com/overview
  13. Microsoft Power BI. URL:https://powerbi.microsoft.com/en-us/

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