Бакалавриат 2025/2026

Маркетинговые метрики

Статус: Курс обязательный (Маркетинг и рыночная аналитика)

Кто читает: Департамент маркетинга

Когда читается: 2-й курс, 1 модуль

Охват аудитории: для всех кампусов НИУ ВШЭ

Язык: английский

Контактные часы: 36

Course Syllabus

Abstract

Increasingly, marketers are held accountable for their actions. They need to understand their markets and assess opportunities quantitatively. As such, numerical fluency is a crucial skill for every business leader. A metric is a system that quantifies a trend, dynamic, or characteristic. Metrics make it possible to compare observations across markets and time periods, facilitate understanding of marketing phenomena, and improve decision-making. In this course, the students will appraise and develop key metrics to understand marketing problems using various models and scenarios. Specifically, the course offers methods to quantify the value of customers, products, and distribution channels – all under various marketing strategies.