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Marketing is becoming less of an art and more of a science. Many organisations have extensive information about consumers’ choices, and their social media activity, and how they react to marketing campaigns, but relatively few have the expertise to intelligently act on such information. In this module, students will learn the scientific approach to marketing with hands-on use of technologies to collect, analyse, and act on customer information. This is the key part of learning how to take advantage of Big Data. While students will employ quantitative methods in the course, the goal is not to produce experts in statistics; rather, students will gain the competency to interact with and manage a marketing analytics team.
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