Brief Course Description
1. Course Title:
Big data in Marketing
2. Language of Instruction:
English
3. Course Code:
BDM1501
4. Credits:
4
5. Course Objectives:
The course is focused on key applications of predictive analytics in the area of marketing analytics.
6. Brief Description of Course Content:
Enterprises and organizations are gathering amounts of digital data from different sources. Marketing analytics based on predictive analytics and Big Data technologies can transform that data into actionable insights.
The course is focused on key applications of predictive analytics in the area of marketing analytics. The course also reviews methods and tools for consumer preference measurement, product designing and positioning, brand equity assessment, pricing research and also gives opportunity for case-study- and project-based experience. Course content includes the study of data cleansing, aggregation, and analysis, exploring alternative segmentation schemes for targeted marketing, visualizing of analytical results.
Special attention is given to the tools of Web analytics as a source for online marketing and customer relationship management in e-commerce. Using of the Websites and social networks information for understanding of Internet user behavior and decision-making is one of important topic of the course.