TecnoCampus Foundation
eCampus
University Business
eCampus

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General information

Subject type: Mandatory

Coordinator: Alexandra Mason Llorente

Trimester: Second term

Credits: 4

Teaching staff: 

Roberto Dopeso Fernandez

Academic year: 2025

Teaching course: 2

Languages ​​of instruction

  • Spanish

Competencies / Learning Outcomes

Specific skills

  • E13. Identify the basic tools of e-Marketing.

     

  • E15. Gather and interpret meaningful data to make judgments that include reflection on relevant business issues and be able to prepare a document that allows for the transmission of information or an innovative business proposal.

  • E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.

General competencies

  • G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.

Transversal competences

  • T4. Master computer tools and their main applications for ordinary academic and professional activity.

  • T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.

Presentation of the subject

Fundamental analysis tools within the scope of a Strategic Marketing Plan, through the application of metrics that serve as support in the company's decision-making and in the application of management indicators. Study of the instruments of descriptive statistics to organize, summarize, deepen and present the information coming from secondary or own sources and to make inference by means of the same.

The classroom (physical or virtual) is a safe space, free from sexist, racist, homophobic, transphobic and discriminatory attitudes, whether towards students or teachers. We trust that together we can create a safe space where we can make mistakes and learn without having to suffer the prejudices of others.

Contents

Topic 1

  • Introduction
    • What are and why are marketing metrics important?
    • What is statistical inference.

Topic 2

  • Metrics in marketing.
    • Basic metrics.
    • Web and social media metrics.

Topic 3

  • Estimation of population parameters
    • Distribution of the mean of random variables: Central Limit Theorem.
    • Punctual estimation of the population average.
    • Punctual estimation of the population proportion.
  • Confidence intervals of population parameters
    • Standard error. Estimation by intervals. Confidence level. Estimation error.
    • Confidence intervals of the population average.
    • Confidence intervals of population proportion.
    • Confidence intervals of the difference in population averages.
    • Confidence intervals of the difference in population proportions
  • The sample size
    • Relationship between sample size and estimation error.
    • Calculation of sample size to estimate the mean or population proportion.

Topic 4

  • Contrast of statistical hypotheses
    • Concepts of null hypothesis and alternative hypothesis. Significance level, Type I error (alpha), Type II error (beta). P-value. Critical value. Zone of rejection of the null hypothesis.
    • Contrast of the population average.
    • Contrast of the population proportion.
    • Contrast the difference in population means for independent samples.
    • Contrast the difference in population proportions for independent samples

Topic 5

  • Analysis of variance to a factor
    • Comparison of more than two population averages.
    • Analysis of variance (ANOVA).
  • Contingency Tables
    • Attribute independence test.
    • The Ji-Square distribution.

Topic 6

  • Multivariate analysis (I)
    • Regression Analysis
    • Factor analysis
    • Cluster analysis

Activities and evaluation system

- SE2. Individual and Group Work 30% (Theoretical Exercises within each topic)

- SE5. (Portfolio), SE3 (Presentations and Exhibitions) 10% (Case Studies, Reading Control, Presentation of the results of the Group Exercises, Discussion of Articles and Class Participation)

- SE4. 60% Final Exam

To pass the course you must obtain a grade equal to or higher than 4/10 in the final exam, and that the average of the continuous assessment and the exam is higher than 5/10.

There will be a recovery at the end of the quarter. Only the Final Exam grade will be recovered, so 40% of the grade is unrecoverable.

Bibliography

Basic

Backhaus, Klaus, Erichson, Bernd, Gensler, Steffen, Weiber, Rainer, & Weiber, Thomas. (2021). Multivariate analysis. Springer Gabler.

Farris, Paul William, Bendle, Neil T., Pfeifer, Phillip E., & Reibstein, David J. (2015). Marketing metrics: The definitive guide to measuring marketing performance (3rd ed.). Pearson Education.

Kohler, Ulrich, & Kreuter, Frauke (2012). Data analysis using Stata (3rd ed.). Stat Press.

Complementary

Arriaza Gómez, Antonio, & J. (2008). Basic statistics with R and R-Commander. Cádiz: University of Cádiz, Publications Service.

Doncel, Alejandro Domínguez, and Gemma Muñoz Vera (2010). Marketing Metrics. Pozuelo De Alarcón (Madrid): ESIC.

Lind, Douglas A., Marchal, William G., Wathen, Samuel A., & others (2012). Statistics applied to business and economics (15th ed.). McGraw-Hill.