Companies nowadays have collected a large volume of data from various sources. This module aims to introduce the key concepts of using ‘Big Data’ to improve marketing activities. Specifically, it focuses of the use of data mining techniques to manage customer relationships. Relevant marketing issues such as customer surveys, profiling/segmentation, communications, campaign measurement, satisfaction, loyalty, profitability, social media and other current topics will be discussed with regard to how data mining and analytical approaches can be used to improve marketing decision making. In this module, students will get hands-on experience and will be introduced to software commonly used in marketing departments and organisations. Thus, this module seeks to equip students with key skills needed to manage real marketing decisions based on marketing data.
Prerequisites: MANG1019 or MANG1007