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Course module: 325223-B-6
325223-B-6
Marketing Analytics for Big Data
Course info
Course module325223-B-6
Credits (ECTS)6
CategoryBA (Bachelor)
Course typeCourse
Language of instructionEnglish
Offered byTilburg University; Tilburg School of Economics and Management; TiSEM: Marketing; TiSEM: Marketing;
Is part of
B Economics and Business Economics
Minor Marketing Analytics
Minor Elective Minor
Contact persondr. G. Knox
Lecturer(s)
Lecturer
N.J.F. Bombaij
Other course modules lecturer
Coordinator course
dr. G. Knox
Other course modules lecturer
Lecturer
dr. G. Knox
Other course modules lecturer
Starting block
SM 1
Course mode
Full-time
RemarksThis information is not up to date. Check the Course Catalog 2019 or select the course via “Register”.
Registration openfrom 14/08/2018 09:00 up to and including 31/07/2019
Aims
Marketing Analytics for Big Data surveys several topics within the new and emerging field of "big data". Marketing analytics itself (e.g., profiling, segmentation) is not new. Yet big data has brought about several new techniques, new applications, and new types of data that are all becoming increasingly important for marketing managers and analysts to understand and apply. The course is designed to give students a broad overview of several areas rather than an in-depth presentation of any one particular technique, application or data type (which could easily occupy an entire course or more). At the end of the course, students should be able to:
  • Select and recommend appropriate techniques and relevant data to solve a given marketing problem
  • Explain the differences between big data analytics and more traditional analytics
  • Describe how analytics discussed in class are used in practice
Specifics
Attendance is mandatory.
Content
The course comprises 5-6 lectures as well as several on-site visits to companies practicing in the area of big data marketing analytics. Topics include:
  1. Web analytics (analysis of clickstream data)
  2. Customer journey analytics
  3. Dynamic targeting (recommendation & personalization systems)
  4. Sentiment analysis
  5. Social network analysis
Type of instructions
Lectures
Type of exams
Assignments

Compulsory Reading
  1. To be announced.
Assumed previous knowledge
FOR EXCHANGE STUDENTS ONLY
Basic academic courses in Marketing, sound knowledge of Statistics and Research Skills
Timetable information
325223-B-6|Marketing Analytics for Big Data
Written test opportunities
Omschrijving/DescriptionToets/TestBlok/BlockGelegenheid/OpportunityDatum/Date
Written test opportunities (HIST)
Omschrijving/DescriptionToets/TestBlok/BlockGelegenheid/OpportunityDatum/Date
Schriftelijk / WrittenEXAM_01SM 1113-12-2018
Schriftelijk / WrittenEXAM_01SM 1222-01-2019
Required materials
-
Recommended materials
-
Tests
Written

Paper

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Kies de Nederlandse taal