Aims

The Marketing Analytics course aims to familiarize students with advanced research methods that are indispensable in today’s marketing environment. Increasing levels of digitization offers an abundance of data about customers, brands and markets to marketing managers. These data allow the marketing managers to develop, evaluate and/or adjust their marketing strategy.

In this course, students will be introduced to recent quantitative research methods in the marketing arena, be offered insights into how these methods work, and how these methods can be applied to marketing problems using appropriate software.

The abundance of data also creates growing concerns about the responsible use of these data. Hence, we will discuss issues about privacy and corporate digital responsibility.

Previous knowledge

Students following this course should understand the basics of statistics. They should be familiar with statistical techniques like correlation analysis, linear regression analysis, and analysis of variance, among others. Preferably, students have followed the courses Research Methods 3, Statistics for Business 2, and Mathematics for Business B. In addition, students should have followed an introduction to marketing course and master the basics of marketing.

Is included in these courses of study

• Master of Business Administration (Brussels) (Track Strategic Marketing Management) 60 ects.