In April 2020, the Marketing Analytics course was launched at the Graduate School of Management at St. Petersburg University (GSOM) in conjunction with the international IT company SEMrush on the program “Business Analytics and Big Data”. The course is taught by Ekaterina Pletneva, an alumna of GSOM and marketing manager at SEMrush.

 

Students of the course will acquire skills for conducting market research, target audiences and existing customers, as well as learn how to analyze the competitive environment.

 

At the end of the course, students will be able to plan, create, evaluate and optimize online marketing campaigns at a professional level.

 

«Today's business world is becoming more and more data-driven. As marketers, we can track and store myriads of data points, but making sense of them is not always an easy task. That's where marketing analytics come into play, eliminating the guesswork and turning data into actionable insights. In this course, we are learning how to use analytics to measure and improve marketing performance, analyze customers, market and competition, and ultimately — drive the growth of marketing ROI», — Ekaterina Pletneva.

 

During lessons, students will perform several group work using real data to study the work of marketing tools in practice.