Code
MPYF MKT 6439
Level
M2
Field
Marketing, commercial
Language
Anglais/English
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
This course introduces students to different methods that are commonly used to make marketing decisions based on the collection and analysis of data. It will cover methods to segment consumers, conjoint analysis to design and price products, marketing mix models and controlled experiments to optimize the marketing mix. Tools from statistics and machine learning will be introduced in a practical way; the focus will be on their applications in business settings to make better decisions.
Content : structure and schedule
Day 1: Conjoint analysis for product design and pricing
Day 2: Clustering algorithms for consumer segmentation, and preference mapping and dimensionality reduction
Day 3: Customer selection, Customer Lifetime Value, RFM analysis, Logistic Regression
Day 4: Marketing mix models, causality, controlled experiments, A/B testing, statistical significance
Sustainable Development Goals
ODD4 – Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
ODD8 - Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.
Number of SDG's addressed among the 17
2
Learning delivery
synchrone
Pedagogical methods
Lectures and class discussion on practical examples
Case studies
Hands-on applications on datasets
Evaluation and grading system and catch up exams
The current academic regulations serve as the reference document.
If the final grade for a module is below 10 out of 20, a resit will be organized and will count for 100% of the final grade.
Any assignment submitted after the deadline will receive a grade of 0.
Grades may be adjusted individually based on participation, including unexcused lateness or absences, classroom behavior, etc., in the form of bonus or penalty points.
Punctuality and attendance are integral to the shared learning environment. They reflect respect for the instructors’ work, the group dynamic, the school’s standards, and the professional attitude expected of students.
Any unexcused absence for a half-day of class will result in a one-point deduction from the final grade of the relevant module. This penalty may also apply to any unexcused lateness. In cases of repeated lateness or absences, the number of points deducted may be increased to ensure the smooth running of the course.
Module Policies
The current academic regulations serve as the reference document.
Professor-Student Communication
● The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal. No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
● Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office or by videoconference by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
● Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
● Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
● No delay is tolerated. Attendance will be declared on Moodle via a QR code provided by the teacher at each course start.
● Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
● In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
Palmatier, Petersen, Germann: Marketing Analytics Based on First Principles (2022)
Keywords
Data marketing, Customer analytics, Product analytics, Marketing mix models, Segmentation