"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 2021-2022. Please note that changes may occur.
UiS Business School
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 of 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;
Better design own research studies;
Assess analyses done by others.
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 these 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. In addition, the course 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.
Required prerequisite knowledge
Eksamen / vurdering
Take-home exam (individual) and Portfolio of mandatory work components (group)
Take-home exam (individual)
A - F
Portfolio of mandatory work components (group)
A - F
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.
The following are mandatory course requirements: class participation (70%), lab exercises, and presentations. In order to take the exams, the students must pass all coursework requirements.
70% attendance of all mandatory sessions starting from week 1 of teaching.
Study Program Director:
Method of work
Lectures and tutorials, labs, group work, and independent study. The estimated distribution of ECTS work hours are as follows: