Bachelor
2025/2026
A/B Testing and Cohort Analysis
Type:
Elective course (Digital Product Management)
Delivered by:
Department of Business Informatics
When:
4 year, 1, 2 module
Open to:
students of one campus
Language:
English
Contact hours:
50
Course Syllabus
Abstract
The course “A/B Testing and Cohort Analysis” focuses on studying methods of hypothesis testing, metric evaluation, and analyzing user behavior in digital products. The goal of the discipline is to provide knowledge of key aspects of product analytics and the experimental approach to service development. The course is designed to develop students’ skills required for working in product management, marketing, and digital analytics.
Learning Objectives
- The objectives of the discipline “A/B Testing and Cohort Analysis” are to build skills for successful work in the field of digital product management and data analytics, including the use of A/B testing and cohort analysis.
Expected Learning Outcomes
- Knowledge: • Key concepts of product metrics and frameworks • Fundamentals of A/B testing and cohort analysis
- Skills: • Formulating hypotheses • Designing experiments • Analyzing results and drawing conclusions
- Competence: • Mastery of modern analytics and data visualization tools (Amplitude, Google Analytics, Tableau, etc.)
Course Contents
- Topic 1. Introduction to Product Management and Digital Products
- Topic 2. Agile, Lean and Product Discovery
- Topic 3. Hypotheses and Prioritization
- Topic 4. Product Metrics
- Topic 5. Hypotheses: Validation and Errors
- Topic 6. A/B Test Planning
- Topic 7. Analyzing A/B Test Results
- Topic 8. Errors in A/B Testing
- Topic 9. Introduction to Cohort Analysis
- Topic 10. Advanced Cohort Analysis
- Topic 11. Cohort Analysis in Business Context: Growth and Optimization
- Topic 12. Tools for A/B Testing and Cohort Analysis
Interim Assessment
- 2025/2026 2nd module0.4 * Exam + 0.2 * Group case study analysis + 0.2 * Homework + 0.2 * In-class tests
Bibliography
Recommended Core Bibliography
- Cagan, Marty. Inspired: How to Create Tech Products Customers Love. –Wiley, 2018. – ЭБС Books 24x7.
Recommended Additional Bibliography
- Ries, E. (2011). The Lean Startup : How Today’s Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. New York: Currency. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=733896