INFORMATION TECHNOLOGIES (TURKISH, THESIS)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
BDA5002	Marketing Analytics	Fall Spring	3	0	3	8

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:
Mode of Delivery:
Course Coordinator :	Assist. Prof. SERKAN AYVAZ
Course Lecturer(s):	Assist. Prof. SERKAN AYVAZ
Course Objectives:	Marketing Analytics develops and utilizes quantitative marketing decision models to plan, implement, and analyze marketing strategies and tactics. The course objectives are to help the students understand how analytical techniques and quantitative models can enhance decision-making by converting data and information to insights and decisions, help the students learn to view marketing phenomena and processes in a quantitative fashion, and expose the students to successful use of marketing analytics.

Learning Outcomes

The students who have succeeded in this course;
1-)Understand how analytical techniques and quantitative models can enhance decision-making by converting data and information to insights and decisions.

2-)Learn to view marketing phenomena and processes in a quantitative fashion

3-)Understand basic concepts and successful usage of marketing analytics.

Course Content

In this course, concepts, methods and applications related to Marketing analytics will be studied with decision modeling. An analytical approach will be presented to topics such as market segmentation, targeting, positioning, pricing and promotional planning.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to Marketing Analytics
2)	Linear Regresyon Kullanan Market Response Modelleri
3)	Market Response Models Using Logistic Regression
4)	Segmentation & Marketing Using Cluster Analysis
5)	Segmentation & Marketing Using Discriminant Analysis
6)	Customer Value and Loyalty Data
7)	Customer Lifetime Value and Prediction of Customer Value
8)	Pricing & Sales Promotion Decisions - Deciding on the “Right” Pricing Approach
9)	Pricing & Sales Promotion Decisions - Tactical Pricing
10)	Retail Analysis - Market-Basket Data
11)	Advertising Models
12)	Project Presentations
13)	Project Presentations

Sources

Course Notes / Textbooks:	There is no required text book. The PowerPoint presentations/class notes will also be available on the ItsLearning website following each class.
References:	• Principles of Marketing Engineering by Gary L. Lilien et al. 2012. ISBN-978-0985764807 • Marketing Analytics: Data-Driven Techniques by Wayne Winston. 2014. ISBN-978-1118373439

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Application	10	% 15
Project	1	% 25
Midterms	1	% 20
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 35
PERCENTAGE OF FINAL WORK		% 65
Total		% 100

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Follows the scientific literature in the field of Information Technology, critically analyzes it, and effectively utilizes it in solving complex IT problems.
2)	Designs, plans, implements, and manages original projects related to the field of Information Technology.
3)	Conducts independent studies in the field of Information Technology, assumes scientific responsibility, and evaluates the findings with a critical perspective.
4)	Presents the outcomes of research and projects effectively in written, oral, and visual forms, in accordance with academic and professional standards.
5)	Conducts independent research on specialized topics within the field, develops innovative and original ideas, and translates this knowledge into practice and technology.
6)	Effectively applies advanced theoretical knowledge and practical skills specific to the field of Information Technology; analyzes and develops current software, hardware, and system solutions.
7)	Acts in accordance with professional, scientific, and ethical principles; takes responsibility by considering the societal, environmental, and ethical impacts of IT applications.