Bachelor 2025/2026

Marketing Metrics

Type: Compulsory course (Marketing and Market Analytics)

Delivered by: Department of Marketing

When: 4 year, 1 module

Open to: students of all HSE University campuses

Language: English

Contact hours: 30

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.