Brief Course Description
1. Course Title:
Marketing analytics and big data
2. Language of Instruction:
Tiếng Việt
3. Course Code:
DOT866002
4. Credits:
2
5. Course Objectives:
6. Brief Description of Course Content:
The explosive growth in the amount of data created in the world by humans and machines continues to accelerate. This data deluge coupled with a societal awareness of the strategic value of data, has engendered a global business paradigm shift: The advent of the data-driven business era. In this new data-driven business world, marketers need to incorporate data into their decision-making processes in order to gain a competitive edge by: interacting with customers in a more personalized and efficient manner, by designing products and services that perfectly match customers's fast-changing needs and desires, but also by managing marketing and communication campaigns in real-time.
In other words, the data revolution goes way beyond the boundaries of a mere technological evolution, marketing professionals must bet used to evolving in a volatile and fast changing business environment, and thus acquire new forms of expertise and skills that are at the junction of digital marketing innovation and analytics.
This course aims at sensitizing students to the transformation of marketing induced by the big data revolution. Moreover, students will be confronted to the specificities of data-driven marketing decisions with an emphasis on the use of data visualization techniques in marketing.