Brief Course Description
1. Course Title:
Marketing Analytics
2. Language of Instruction:
Vietnamese
3. Course Code:
BUS503353
4. Credits:
3
5. Course Objectives:
This course develops students capabilities to use analytical tools and techniques to address marketing problems, with a focus on providing data to assist marketing decision-making. Marketing analytics enables marketers to measure, manage and analyse customer preferences and trends, as well as evaluate marketing performance to maximize its effectiveness. Students will develop an understanding how to use marketing analytics to predict outcomes. The course also examines the ethical and technical issues related to data privacy.
6. Brief Description of Course Content:
The subject is based on dynamic and interactive weekly sessions, consisting of a 3-hours lecture and a 2-hour tutorial. Both lecture and tutorial will involve critical debates, in-depth case discussions, in-class exercises, practical demonstrations, and student presentations. Students are expected to access materials provided online (lecture slides, textbooks, and other readings, videos and/or case studies) prior to class and to complete any set activities recommended by the lecturer. Students are expected to review the weekly readings as well as online materials and to be able to discuss the material with other students during the course of the tutorials.