3rd place: Marketing Analytics
This was the core module of my subject. It was taught in both terms, although in Autumn it was called ‘Introduction to Marketing Analytics’. Taught by Nikos Kourentzes, this course was rather practically oriented and although it gave some theoretical knowledge about concepts like 4P, brand power or promotional modelling, it was mainly focused on data analysis. During this course I’ve done conjoint analysis, clustering, multidimensional scaling, promotional modelling, regression analysis, forecasting newly launched product with statistical approaches. I’ve used SPSS and R extensively. It gave me good understanding of how to make data-driven marketing decisions and taught that marketing is not only about creativity and advertising – there is massive data analysis behind the scenes that actually helps companies make right business decisions about promotion and positioning.
2nd place: Forecasting
Centre for Forecasting located in Lancaster University is the No. 1 forecasting centre in Europe. One of the key factors that made me come and study in Lancaster was my passion for forecasting subject. And undoubtedly it was one of the best in the course. Interesting lectures, well-structured workshops, excellent delivery of a new and sophisticated material. This module was organised very thoroughly, not to mention that it was taught by the well-known scientists in the forecasting field – John Boylan and Robert Fildes. Eventually my dissertation project was related to short-term electricity demand forecasting, and this module and people helped me a lot. By the way, you’ll learn R programming language during this module.
1st place: Spreadsheet Modelling
This was a fantastic module run by (in my humble opinion) the best teacher in the department – Adam Hindle. It was a well-structure course that implied no prior Excel knowledge. In the beginning I was a bit biased given my 2-year analytical experience with a company where I’ve been using Excel extensively – what new can I learn at this module? However, although this course started from very basic things such as operation with simple formulas, design of tables, structuring information, etc., it was constantly speeding up – the pace was good, and each new task was more difficult the previous one. At one moment of time I was surprised to find myself writing codes in VBA, performing macro, solving optimisation tasks in a Solver add-in and composing pivot tables.