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Advanced Marketing Analytics (MSB202)

"The world’s most valuable resource is no longer oil, but data" - The Economist

Marketing is not just an art; it requires the use of data and quantitative techniques to support marketing decisions and strategies in a rapidly changing market environment. As data has become one of the key factors shaping today’s businesses, firms are increasingly seeking managers and analysts with advanced background in marketing models to make effective data-driven marketing decisions.

Course description for study year 2022-2023. Please note that changes may occur.

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Marketing managers make frequent decisions about product features, prices, distribution options, and advertising budgets. This course provides an understanding of key marketing decisions as well as how data and marketing analytical tools can help managers make better decisions. This course thus takes a user’s perspective and shows how users can enhance their decision-making by translating data and modeling results into action. The course is particularly relevant for students with an interest in quantitative research in marketing and related areas. It is also recommended for practice-oriented students who wish to improve their methodological knowledge. The course also aims to prepare students who are writing their master thesis in marketing and students who wish to pursue a research career by entering a PhD program.
Learning outcome


Upon completion of the course, students will have knowledge of:

  • The marketing decision environment;
  • Key analytical models in marketing;
  • The strengths and weaknesses and when to employ the different models;
  • The challenges and necessary considerations for various model specifications.


After completion of this course, students will be able to:

  • Rely on analytical thinking to address marketing challenges in firms;
  • Use data and analytics to contribute to better marketing decisions;
  • Be more capable of designing their own research studies;
  • Assess analyses done by others.
Required prerequisite knowledge

Take-home exam (individual) and Portfolio of mandatory work components (group)

Form of assessment Weight Duration Marks Aid
Take-home exam (individual) 1/2 14 Days Letter grades
Portfolio of mandatory work components (group) 1/2 7 Days Letter grades

The final grade is based on a take-home exam (individual) and a portfolio of mandatory work components, including group assignments.Students failing the portfolio evaluation will be granted the opportunity of taking a deferred exam. This exam will take the form of new written individual assignments.

Coursework requirements
Mandatory exercises

The following are mandatory course requirements: class participation (70%), lab exercises, and presentations. In order to take the exams, students must pass all coursework requirements.

70% attendance at all mandatory sessions starting from week 1 of teaching. 

Course teacher(s)
Course coordinator: Auke Hunneman
Course teacher: Hongyan Shi
Study Program Director: Yuko Onozaka
Method of work

Lectures and tutorials, labs, group work, and independent study. The estimated distribution of ECTS hours are as follows:

1. Lectures and tutorials: 50 hours

2. Group work and labs: 110 hours

3. Independent study of course material 120 hours

Overlapping courses
Course Reduction (SP)
Advanced Marketing Analytics (MØA202_1) 10
Open for
Master in Accounting and Auditing Business Administration - Master of Science Business Administration - Master of Science (5 years)
Course assessment
Students will have the opportunity to give feedback on the course first in an early dialogue, and then in a written course evaluation at the end of the course.
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