Métodos Analíticos e Engenharia de Marketing

Objectivos

1. Define Marketing Analytics and its core building blocks.
2. Gain understanding of fundamentals of analytics and its metrics.
3. Peform benchamrking and address performance reports.
4. Understand analytics behind managing and marketing brands.
5. Use contacts and leads for database marketing.
6. Know approaches to analyze social nedia and sentiment engagement.
7. Perform customer segmentation and build profile dashboards.
8. Execute campaings and email management.
9. Integrate the customer journey.

Caracterização geral

Código

200188

Créditos

7.5

Professor responsável

Paulo Miguel Rasquinho Ferreira Rita

Horas

Semanais - A disponibilizar brevemente

Totais - A disponibilizar brevemente

Idioma de ensino

Português. No caso de existirem alunos de Erasmus, as aulas serão leccionadas em Inglês

Pré-requisitos

None.

Bibliografia

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

Método de ensino

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

Método de avaliação

 

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

Conteúdo

 

  • 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