Data Engineering for MADS

Uitgebreide vaknaam	Data Engineering for MADS
Leerdoelen	1). Translate a managerial marketing problem into an analytical research question and appropriate and conscientious data requirements; 2). Identify and avoid unethical use of individual-level marketing data; 3). Work with a selected number of tools for acquiring marketing data from various sources, including internal, external, online and offline data sources; 4). Understand the characteristics of different types of marketing data; 5). Work with a selected number of tools for storing, managing and manipulating marketing data in databases, data lakes or cloud-based storage solutions; 6). Prepare raw marketing data for further analyses, based on knowledge of a selected number of data cleaning techniques; 7). Deal with missing values in marketing data, based on knowledge of a selected number of data imputation techniques; 8). Provide initial descriptive marketing insights from a prepared data set, using various graphical and numerical summarization techniques; 9). Present in writing the outcomes of the descriptive analyses and their managerial implications.
Omschrijving	This course deals with acquiring, managing and preparing data for solving a marketing challenge in an impactful and conscientious way. The students learn from existing research, and are actively challenged to criticize existing data-driven approaches for generating customer insights. A significant part of the course is related to developing an approach and preparing an appropriate data set for solving a real-life marketing issue in group assignments for which students will obtain assistance from the teachers during interactive tutorials.
Uren per week
Onderwijsvorm	-computer practicum,  -gastcollege ,  -hoorcollege ,  -werkcollege
Toetsvorm	-computer test/wekelijkse quiz,  -groepsopdracht,  -individuele opdracht
Vaksoort	master
Coördinator	prof. dr. J.E. Wieringa
Docent(en)	R.P. Hars, MA. MSc. , T. Hoving-Wesselius, MSc. ,prof. dr. J.E. Wieringa
Verplichte literatuur	Titel Auteur ISBN Prijs Relevant scientific articles f.e. from Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing Various, t.b.a. Chapters from various books (a.o. Creating Value with Big Data Analytics, 2016, by Verhoef et al.) Various, t.b.a.
Entreevoorwaarden	The students are expected to have a basic knowledge of marketing management, and of quantitative techniques as regression models, ANOVA, hypothesis testing etc. Such knowledge can be simultaneously gained through concurrent modules as well.
Opmerkingen	Secretary Marketing (B. Wever): phone +31(0)50 3637065, e-mail marketing.education@rug.nl, room 5411-0334.
Opgenomen in	Opleiding Jaar Periode Type MSc Marketing  (basisprogramma Marketing Analytics and Data Science (MADS)) 1 semester I a verplicht