Global Marketing Research and Analytics
What you'll learn
- Develop a critical awareness of the importance of information and research in marketing decisions in light of a complex global environment.
- Develop a systematic understanding of marketing research approaches and techniques.
- Develop a critical appreciation of the additional challenges arising when marketing research is conducted across borders, its causes, and potential solutions.
- Develop a critical appreciation of most recent developments in marketing metrics and analytics (incl. “big data”).
Description
This course examines the vital role of information and research in global marketing decisions. The key aim of the module is to enable students to understand the value of information, research, and analytics, the processes involved and techniques which can facilitate the collection, analysis and interpretation of marketing data and information. Special emphasis will be put in the challenges that arise when research is conducted across borders as well as specific new trends in data analysis such as dealing with (and benefitting from) “big data” as they apply to a range of institutions with different types and scope of activities, governance structures, and size.
Who this course is for:
- This course is open to anybody interested in learning more about marketing research and with a particular interest on a global perspective. There are no specific prerequisites for the course. Anybody interested to learn is welcome.
Course content
- Preview04:00
- Preview04:09
Instructor
![Dr. Hector Gonzalez-Jimenez](data:image/svg+xml,%3Csvg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 64 64"%3E%3C/svg%3E){kind=avatar}
- 4.5 Instructor Rating
- 138 Reviews
- 730 Students
- 1 Course
A global marketer and citizen, Hector has gathered a diverse range of experiences throughout his life. Being raised in Germany by his Spanish parents, his multi-cultural identity has been shaped from an early age. At the age of eighteen Hector embarked into the next phase of his life, expanding his professional and personal profile at a global level. Since then Hector has lived, worked and studied in various countries such as Spain, Germany, Japan, South Korea, United States and the United Kingdom. Over the last fifteen years his professional portfolio has grown in various roles in marketing, education and corporate strategy. During this time Hector has worked on projects for small to medium sized businesses as well as large international companies such as Pepsi or Ford. Moreover, he has given talks or guest lectures at universities in various countries such as the UK, South Korea, China and Vietnam.
Hector is a Lecturer (Assistant Professor) in Marketing at The York Management School, University of York, UK. He received his PhD in Marketing from the Bradford University School of Management. He also has a Postgraduate Diploma in Research Methods from the University of Bradford as well as a MBA and Bachelor of Science from California State University.