Marketing for business analysts and data scientists
Talents and skills
It is crucial to understand some main marketing thoughts: Marketing is a battle of perceptions, not products and Marketing is not about selling, it is about creating value. It is vital to understand marketing concepts such as: perceived value, value proposition, market segmentation, targeting, brand positioning, consumer insight, target group etc.
To understand challenges of modern marketing it is not enough to read textbooks (even by prominent authors), you should also read professional journals and analyze numerous market examples of brands.
As a result, you will be aware of the answers to numerous questions: Whether market segmentation is a process or a single decision? When is brand repositioning necessary? What benefits and challenges does rebranding generate? How does the phase of the product life cycle affect the effectiveness of marketing strategy? What are the opportunities and risks of choosing a brand architecture strategy? What does it mean to create a strong brand? Why can two brands implementing the same marketing decisions achieve dramatically different results? …
The more marketing-savvy you are, the more these types of questions will have concrete answers – and that is the goal of classes on Marketing!
Topics
- The essence of marketing (marketing and value creation, selling concept vs marketing concept)
- Target marketing (segmentation, targeting & positioning)
- New product development (product life cycle, diffusion of innovation)
- Pricing products (price differentiation, penetration pricing vs skimming pricing, multi-channel pricing)
- Marketing channels (direct vs indirect distribution, multichanneling vs omnichanneling)
- Brand architecture
- Brand positioning (value map, fighter brand strategy)
- Rebranding
References
Primary:
- G. Armstrong, P. Kotler, Marketing. An introduction, Pearson 2016.
- P. Kotler, G. Armstrong, Principles of marketing, Pearson 2017.
- P. Kotler, K.L. Keller, M. Goodman, M. Brady, T. Hansen, Marketing Management, Pearson Education 2019.
Complementary:
- Harvard Business Review, MIT Sloan Management Review – selected articles
- H. Simon, Confessions of the Pricing Man, Springer 2015.
- H. Simon, M. Fassnacht, Price management: Strategy, Analysis, Decision, Implementation, Springer 2018.
Professor
Researcher and academic teacher at Maria Curie-Sklodowska University in Lublin, Poland. She obtained her Ph.D. in economics in 2015. In 2019, she received a 3-year scholarship from the Minister of Science and Higher Education in Poland for the outstanding young scientists. She obtained the degree of habilitated doctor in 2023 in the discipline of management and quality studies. Her research interests concern price management and multi-channeling, she has published on these topics. She is a member of the Polish Scientific Marketing Society. Classes with students concern general marketing and more specialized issues such as price management, price positioning, multichannel pricing.
