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About the Programme

Technology solutions in the field of marketing are developing rapidly. For example, new software solutions aim to optimize marketing budgets, determine customer profiles, and assess client indicators in a CRM system. Marketing Management ROI systems are also becoming widely used.

All of these developments improve the quality of marketing solutions. At the same time, the requirements for marketing outcomes are changing and are now more often becoming quantitative in nature. This creates demand for a new type of marketing professional. Job descriptions are focusing less on requirements such as creativity, and more on advanced analytical skills and the ability to work with data.

This changing landscape has led to the creation of a new Master’s programme – SMART Marketing: Data, Analysis, Insights – which aims to develop competencies in marketing analysis, modelling and the development of solutions that improve the efficiency of marketing activities.

Key features of the Master’s programme:

  • A flexible approach to the curriculum: the list of elective courses is not limited to those offered by HSE, and includes online courses, courses taught at the other HSE campuses, as well as courses taught at universities that are part of the Project 5-100;
  • ‘Learning by doing’ through a research and project seminar utilizing projects from the Group for Applied Markets and Enterprises Studies (GAMES). A project becomes a centre point of the study track, which is developed on an individual basis;
  • Tutorship as part of the programme.

Prerequisites to enter the programme include knowledge of English and mathematics; these competencies are assessed during a review of an applicant’s portfolio. The competencies at the end of the programme will be reflected in a student’s portfolio and include:

  • The ability to select marketing concepts and use them in decision making;
  • Experience using statistical and econometric tools of data analysis to develop and explain marketing solutions – reflected in the outcomes of project work;
  • Ability to communicate the outcomes of research and analysis.