Data Science and Marketing Analytics

Faculteit Economie en Bedrijfskunde
Jaar 2017/18
Vakcode EBM165A05
Vaknaam Data Science and Marketing Analytics
Niveau(s) master
Voertaal Engels
Periode semester I a
ECTS 5
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Uitgebreide vaknaam Data Science and Marketing Analytics
Leerdoelen Upon completion of the course the student is able to:
1. Work with a selected number of tools for acquiring marketing data from online resources
2. Work with a selected number of tools for storing, managing and manipulating marketing data in databases
3. Prepare raw marketing data for further analyses, based on knowledge of a selected number of data cleaning techniques.
4. Deal with missing values in marketing data, based on knowledge of a selected number of data imputation techniques.
5. Explain and work with a selected number of computer science methods.
6. 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.
7. Acquire, manage, prepare and analyze data for investigating a real-life marketing issue, using the techniques that are discussed in this course.
8. Translate the outcomes of the analyses into practical managerial implications.
9. Present in writing the outcomes of the analyses and their managerial implications.
Omschrijving This course deals with data science methods for acquiring, managing, preparing, and analyzing marketing data. The students learn from existing research, and are actively challenged to criticize 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 issue in group assignments for which students will obtain assistance from the teachers during interactive tutorials.
Uren per week
Onderwijsvorm hoor- en werkcolleges
Toetsvorm schriftelijk tentamen met open vragen
(assignment(s))
Vaksoort master
Coördinator dr. K. Dehmamy
Docent(en) dr. K. Dehmamy , R.P. Hars, MA. MSc. ,prof. dr. J.E. Wieringa
Verplichte literatuur
Titel Auteur ISBN Prijs
"An Introduction to Statistical Learning" (free download link provided via Nestor).
James, G., Witten, D., Hastie, T. and Tibshirani (R) (2013)
"Creating Value with Big Data Analytics". (Only sections 3.0-3.1, made available via the Readershop) Verhoef, Kooge, Walk (2016)
Relevant scientific articles for example from journals as: Journal of Marketing, Journal of Marketing Research, Marketing Science, International Journal of Research in Marketing.
Entreevoorwaarden
Opmerkingen Secretary marketing, DUI 334, tel.: 050-3637065, marketing.education@rug.nl
Opgenomen in
Opleiding Jaar Periode Type
DD MSc Marketing-Intelligence - Münster University, Münster (2-jarig)  (basisprogramma voor studenten uit Münster) 2 semester I a verplicht
DD MSc Marketing-Intelligence – BI, Oslo (2-jarig)  (basisprogramma voor studenten uit Oslo) 2 semester I a verplicht
MSc Marketing  (basisprogramma Marketing Intelligence) 1 semester I a verplicht
MSc Marketing  (keuzevakken B Marketing Management) 1 semester I a keuze