Data Science for Digital Marketing
- Ending: Examination
- Range: 2P + 2C
- Semester: summer
- Year: 2
- Faculty of Economic Informatics
Teachers
Included in study programs
Teaching results
This course is designed to provide students with an overview of the modern dynamic industry of digital marketing and its important components, analytics and customer research. Digital marketing is based on unimaginable amounts of data - whether from the environment of digital space but also from the ever-increasing effort to get to know the customer as much as possible. Therefore, working with data and quality analytics is an integral part of work in digital marketing, but also in other branches of marketing.
During the course, students will get acquainted with various forms of digital marketing, data sources and basic metrics that are monitored in the field of digital marketing. During the exercises, they will get acquainted with statistical methods used in market research and marketing analysis. The practical part of the course is focused on the application of known statistical methods from the previous study, as well as new methods used in marketing research, to data from the field of digital marketing using the statistical software package SAS.
In particular, students acquire the following abilities:
- overview of the forms of digital marketing, data sources and basic metrics that are monitored in the field of digital marketing;
- knowledge of the basic principles and conditions of use individual statistical methods in marketing;
- overview of the market research methods and other data sources available for marketing analysis purposes.
Students acquire in particular the following skills:
- ability to evaluate basic data from the field of digital marketing;
- ability to select a specific statistical method, data sources and procedures to achieve the objective of the analysis, indicating the possibilities for its further use;
- develop the ability of individual as well as group work;
- improve their presentation skills.
Students will acquire the following competencies:
- ability to draw conclusions and provide recommendations for setting up and optimizing a marketing strategy in digital marketing;
- ability to interpret and graphically report the obtained results of application of the selected method of analysis;
- ability to solve marketing research and market research tasks using the SAS statistical software package.
Indicative content
The subject is designed so that students gain an overview of the digital marketing industry, customer surveys, analyzes and methods that are most commonly used in this area and are necessary to achieve the desired results. Students will gain theoretical knowledge and practical skills in statistical methods that can be applied in the field of digital marketing and marketing research. They will get acquainted with basic concepts, data sources, scales of their measurement and classification of variables.
Within the theoretical lectures, students will be guided by the history, development and current state of digital marketing through the lecturer, but also experts from practice.
Syllabus of lectures:
1. History and basics of digital marketing
2. Questionnaire survey as a basic tool of market research
3. Display advertising
4. Strategy and planning
5. Search engine marketing
6. Video advertising
7. Social media
8. Mobile marketing
9. Programmatic buying
10. Email marketing
11. E-commerce
12. Modern forms of online marketing - influencer marketing
In practical seminars, students will learn to use already known methods of statistical tests of statistical hypothesis, regression and correlation analysis, analysis of variance, cluster analysis in solving various tasks in marketing research. They will get acquainted with various methods based on the reduction of object space such as multidimensional scaling or correspondence analysis. These are mainly visual techniques, the results of which are represented by a perception map or a correspondence map. The explanation of each method is focused on understanding its principle and application possibilities using the SAS statistical software package. Emphasis is placed on the interpretation and presentation of the results obtained.
1. Basic concepts, metrics, subjects and sources of data in marketing research
2. Types of marketing research; questionnaire survey; measurement scales; classification of variables
3. Statistical data processing; exploratory data analysis
4. Inductive judgments in marketing research; interval estimates; hypothesis testing
5. Application of analysis of variance in marketing research
6. Analysis of categorical data relationships; association measurement
7. Correspondence analysis - basics and application in marketing research
8. Regression and correlation analysis; application of linear regression in marketing research
9. Use of logistic regression in marketing research
10. Dimension reduction methods and their use in marketing
11. Possibilities of segmentation in marketing; cluster analysis
12. Analysis of preferences - conjoint analysis
Support literature
Tahal, R. a kol. (2022): Marketingový výzkum: Postupy, metody, trendy. 2. vydání. Praha: Grada Publishing.
Coussement, K. – Demoulin, N. – Charry, K. (2016): Marketing Research with SAS Enterprise Guide. New York: Routlege.
Kuhfeld, W. F. (2005): Marketing Research Methods in SAS. SAS 9.1 Edition TS-722, Cary: SAS Institute.
SAS Institute Inc. (1997): Getting Started with the Market Research Application. Cary, NC.
Market research in SAS:
IAB Slovakia (2021): Združenie pre internetovú reklamu, Slovensko, Bratislava:
Hebák, P. a kol. (2005): Vícerozměrné statistické metody (3). Praha: Informatorium 2005.
Syllabus
1. History and basics of digital marketing 2. Questionnaire survey as a basic tool of market research 3. Display advertising 4. Strategy and planning 5. Search engine marketing 6. Video advertising 7. Social media 8. Mobile marketing 9. Programmatic buying 10. Email marketing 11. E-commerce 12. Modern forms of online marketing - influencer marketing
Requirements to complete the course
Seminars 40 %:
• 20 % continuous test – verification of the theoretical and practical foundations,
• 20 % semester project – application of statistical methods in marketing using the statistical software package SAS, project presentation,
Final exam 60 %:
• 60 % final paper.
Student workload
• Lectures + Seminars participation: 52 hours
• Lectures + Seminars preparation: 26 hours
• Preparation for continuous test: 13 hours
• Preparation for written assignment: 13 hours
• Final paper preparation: 26 hours
Language whose command is required to complete the course
Slovak
Date of approval: 06.11.2023
Date of the latest change: 24.10.2023