Data Science Methods for MADS

Uitgebreide vaknaam	Data Science Methods for MADS
Leerdoelen	1). Prepare raw marketing data for further analyses, based on knowledge of a selected number of data cleaning techniques. Understand the different characteristics of different types of data; 2). Explain and work with a selected number of computer science methods to analyze data. Understand how the methods work and apply in marketing tasks; 3). Evaluate existing applications of data science methods in marketing (those that are published in scientific journals and those that are used in practice) based on knowledge of earlier applications of these methods in marketing; 4). Manage, prepare and analyze data for investigating real-life marketing issues, using the techniques that are discussed in this course; 5). Translate the outcomes of the analyses into practical managerial implications.
Omschrijving	This course deals with data science methods for managing, preparing, and analyzing marketing data. The students learn from existing research, and are actively challenged to critique existing applications of data science methods. A significant part of the course is related to the actual implementation of these methods to a real-life marketing data in group assignments for which students will obtain assistance from the teacher during interactive tutorials.
Uren per week
Onderwijsvorm	-computer practicum,  -hoorcollege ,  -werkcollege
Toetsvorm	-groepsopdracht,  -schriftelijk tentamen (open vragen)
Vaksoort	master
Coördinator	dr. E. de Haan
Docent(en)	dr. E. de Haan
Verplichte literatuur	Titel Auteur ISBN Prijs Marketing Research, Marketing Science, International Journal of Research in Marketing. Various
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 b verplicht