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
5
Nombre heures
60
Quadrimestre
1
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