Data driven decision making

The objective of this course is to familiarize students with data-driven decision making for marketers and introduce different statistical methods (bi or multivariate analysis techniques) used in marketing research.

Each lecture is accompanied by practical marketing / digital marketing examples and SPSS exercises. (10% of the final grade).

As a part of the course, each student should be a part of a research group (formed by class’ students), and work on a real study case. (30% of the final grade).

• The case study will be a real case and students will be working with it all along the semester. Each group will have to present its study case and submit a research report at the end of the semester.
  
• Primary and secondary research data will be required for each study case.
  
• Students will have to give a theoretical description and practical application to prove the understanding of the methods/ measurements / scales and tests used.

Final exam: 60% of the grade – 2 recto-verso A4 cheat sheets allowed (no photocopy).