Description du cours

Intitulé de l'Unité d'Enseignement

Data Analytics in Marketing

Code de l'Unité d'Enseignement

22MMK60

Année académique

2022 - 2023

Cycle

MASTER

Nombre de crédits

Nombre heures

Quadrimestre

Pondération

Site

Anjou

Langue d'enseignement

Anglais

Enseignant responsable

George Martine

Objectifs et contribution de l'Unité d'Enseignement au programme

CRM
The objectives of the course are to give the student an understanding of what CRM is about, to understand sales - marketing and services processes, to be able to implement a CRM program, to learn about advantages and pitfalls, understand employee engagement.

For Data Marketing:
• Discuss marketing data science intelligently with data scientists and with other stakeholders,
• Better understand proposals for marketing data science projects and investments,
• Participate integrally in marketing data science projects.

Prérequis et corequis

Basic marketing knowledge is required.

For Data Marketing
Basic statistics knowledge is required
Basic marketing knowledge is required.

Description du contenu

CRM :
1. Introduction & Common Language
2. Strategy : Customer Intimacy, Segmentation, Value Proposition
3. Customer Relationship Management (CRM)
Building blocks, Strategic CRM, Operational CRM, Analytical CRM, Business Case & ROI, implementation methodologies and real case
4. Customer Engagement Management (CEM):
Definition, Customer Journey, Measurements
5. Customer Lifetime Value (CLV): Definition,
Measurements

For Data Marketing:
1. Course Overview - Data Analytics thinking
- Marketing Problems & Data Sciences solutions
2. Predictive Analytics in Marketing
3. Performance & Evaluation
4. Descriptive Data Science in Marketing

Méthodes pédagogiques

For CRM :
• Lectures
• Case Studies
• Classroom Workshop

For Data Marketing
Lectures, Case Studies, Classroom Workshop

Mode d'évaluation

For CRM :
written exam : 100%

For Data Marketing
- Group assignment (25%)
- Written exam (75%)

Références bibliographiques

For Data Marketing
Kotu, V., Deshpande B. 2018. Data Science: Concepts and Practice”, Morgan Kaufmann