Description du cours

Intitulé de l'Unité d'Enseignement

Data Analytics in Marketing

Code de l'Unité d'Enseignement

22MMK60

Année académique

2024 - 2025

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

• Discuss marketing data analytics intelligently with data scientists and with other stakeholders,
• Better understand proposals for marketing data analytics projects and investments,
• Participate integrally in marketing data analytics projects.

Competency Goals :

CG 1 Disciplinary Knowledge
CG2 Operational
CG5 Aware of complexity / Critical Mind
CG6 Communicate orally and in writing in several languages

Prérequis et corequis

Basic statistics knowledge is required
Basic marketing knowledge is required.

Description du contenu

1. Course Overview - Data Analytics thinking
2. From Marketing Problems to Data Science Solutions - Data Science Process
3. Data Visualization
4. Data assets - Data Storing & Integration
5. Customer Privacy & data security
6 Descriptive Analytics
7. Predictive Analytics
8. Performance & evaluation
9. Text Mining
10. The Analytical Advantage

Méthodes pédagogiques

Lectures, Case Studies, Classroom Workshop, Guest speakers

Mode d'évaluation

- Group assignment (40%)
- Written exam (60%)

Références bibliographiques

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