MARK-C6055 - Marketing Analytics: Introduction to the use of data in marketing decision making, Lecture, 26.4.2023-7.6.2023
This course space end date is set to 01.10.2023 Search Courses: MARK-C6055
Final exam 2 PART 2: essay questions (29 August 2023)
For Essay 1 select ONE of these topics:
a. Analyze the effectiveness of the discount promotion in PART 1 by comparing sales from discounted and non-discounted orders. What factors could contribute to the observed differences in sales?
b. Explore the idea of using returned items as a marketing metric. How might this metric reflect customer preferences and expectations? Discuss how marketing efforts could be adapted based on returns data in PART 1.
For Essay 2 select ONE of these topics:
c. It is eight years since Kannan, Reinartz & Verhoef (2016) outlined the then "state fo the art" for understanding the path to purchase and digital attribution. Contrasting the journal article and lecture content, what has changed or developed?
d. What factors merit the success of an MMM project, if it's considered a MMSS (Wierenga&al. 1999)? Use practical examples e.g. from class material and guest lectures.
Use the same input box on this page to enter both essays.
You can NOT do both essays from the same set of topics.
If you use generative AI tools to assist you, explain which and how, and note how you have edited and verified the output.
For Essay 1 select ONE of these topics:
a. Analyze the effectiveness of the discount promotion in PART 1 by comparing sales from discounted and non-discounted orders. What factors could contribute to the observed differences in sales?
b. Explore the idea of using returned items as a marketing metric. How might this metric reflect customer preferences and expectations? Discuss how marketing efforts could be adapted based on returns data in PART 1.
For Essay 2 select ONE of these topics:
c. It is eight years since Kannan, Reinartz & Verhoef (2016) outlined the then "state fo the art" for understanding the path to purchase and digital attribution. Contrasting the journal article and lecture content, what has changed or developed?
d. What factors merit the success of an MMM project, if it's considered a MMSS (Wierenga&al. 1999)? Use practical examples e.g. from class material and guest lectures.
Use the same input box on this page to enter both essays.
You can NOT do both essays from the same set of topics.
If you use generative AI tools to assist you, explain which and how, and note how you have edited and verified the output.
Sorry, no guest users are allowed to access this plugin. Please login.