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  3. Master in Information Management
  4. Specialization in Information Systems and Technologies Management - Working Hours Format
  5. Marketing Engineering and Analytics

Marketing Engineering and Analytics

Objectives

  None.

General characterization

Code

200188

Credits

7.5

Responsible teacher

Paulo Miguel Rasquinho Ferreira Rita

Hours

Weekly - Available soon

Total - Available soon

Teaching language

Portuguese. If there are Erasmus students, classes will be taught in English

Prerequisites

 

  • Hospitality Analytics
    • Analytical Foundations
    • Maths Fundamentals
    • Property Level Benchmarking
    • Performance Reports
  • Brand Management Simulation 
  • SAP Hybris Marketing
    • Budget Planning, Contact and Data Management
    • Social Media and Sentiment Engagement
    • Segmentation and Profile Dashboard
    • Campaign and Email Management
    • Customer Journey and Landing Page

Bibliography

  • SAP (2019) Hybris Marketing. SAP UCC Magdeburg, Germany.
  • STR (2019) Certification in Hotel Industry Analytics, USA.
  • Cesim (2019) SimBrand: Marketing Management Simulation. Cesim, Finland.

Teaching method

 

  • Hospitality Analytics (25%) - Group
  • Simulation Game (25%) - Group
  • SAP Hybris Marketing (50%) - Individual

Evaluation method

English. 

Subject matter

  • Concepts
  • Case Studies, Challenges, Exercises
  • Simulation Game