Digital data in marketing

Course title
Digital data in marketing
Course tag
Course status
Independent work
Teachers and associates
Assistant Professor PhD Leo Mršić
Martina Matovina, Instructor
Msc Marijo Volarević, Lecturer
The course aims
The objective of the course is to develop students' awareness about the approach to analysis, structuring, recording, use and business interpretation of digital data from various sources for business and marketing purposes together with the acceptance of changes occurring in technology and society, especially in communications and communicating. The importance of this approach is based on the evident ongoing shift in market paradigm through globalization, new technologies and positions of all participants in the market. The premises of the course aim to explain students why and how they can manage digital data in marketing, how to monitor customer journey, how the ways of accessing data changed over time (and are still changing) and how to develop marketing message relevance based on data. In addition to practical concepts, students are introduced to modern tools and sources of data and knowledge.
The course includes topics/lectures that correspond to two-hour sessions. At least one session is reserved for a guest lecture that will be incorporated within the final section of lectures considering the availability of lecturers.
1.McKinsey Chief Marketing and Sales Officer Forum: „ Big Data, Analytics, and the Future of Marketing“
Supplementary literature
1. Raskino, Waller (Gartner) „Digital to the core“
2. Seybold „The Customer Revolution“
3. Brown, Tim „Change by Design“
4. Hsieh, Tony „Delivering Happyness“
5. Klepac, Kopal, Mršić „Developing Churn Models Using Data Mining Techniques and Social Network Analysis“
6. Lindstrom „Buyology“
7. Baker, Stephen „Numerati“

Minimum learning outcomes

  1. Understand "digital traces" concept and list the most common sources and types of digital user data.
  2. Understand methods and limitations of recording customer journey data from information to purchase and problem solving after purchase.
  3. Develop a simple structured digital questionnaire and describe ways to store data from questionnaires for selected industry / purpose,
  4. Understand the ways of using basic digital resources.

Preferred learning outcomes

  1. Identify internal and external sources of digital data about customers, industry or population in general for specific business purpose.
  2. Thoroughly understand concepts of recording user data and comparing trends and constraints of anonymous, anonymized and personal data during recording process and use.
  3. Develop detailed questionnaire for specific marketing activity, explain the structure of questionnaire appropriate for online mobile users and prepare analysis.
  4. Advanced use and structuring of the process of collecting and use of digital data.