Saint Petersburg, Russia

Data Science and Qualitative Methods for Marketing Analytics

online course
when 28 June 2021 - 9 July 2021
language English
duration 2 weeks
credits 4 EC
fee EUR 850

This course introduces hands-on approaches to solving marketing problems using quantitative and qualitative data. Multiple specific problems/cases will be showcased from various fields of marketing analytics: marketing research, customer analytics, social network analysis, advertising, etc. Both quantitative (statistical analysis of substantial volumes of sales/survey/customer data) and qualitative (in-depth interviews, content analysis) methods will be considered.

Course leader

The course is taught by Evgeny A. Antipov, Elena B. Pokryshevskaya, and Anna O. Daviy (HSE, Saint Petersburg School of Economics and Management, Department of Management).

Target group

We are looking for participants with basic knowledge of Microsoft Excel. Some training in general management is recommended, but participants with other backgrounds are also welcomed.

Formal requirement: 18+.

Course aim

The course will teach students how to:
-Use Excel and R for solving some of the key marketing problems
-Extract maximum insight from various data sources available to a company
-Work out main errors in data collection tools (e.g. in-depth interview guide) and generating ideas on how to resolve them
-Design data collection forms for the qualitative research that is conducted during the course
-Interpret the result of data analysis, followed by reporting and communicating the results

Fee info


The fees cover registration and tuition.


Not available.