Course description

Title of the Teaching Unit

CRM and Data Marketing

Code of the Teaching Unit

22MMK60

Academic year

2024 - 2025

Cycle

Number of credits

5

Number of hours

60

Quarter

1

Weighting

Site

Anjou

Teaching language

English

Teacher in charge

George Martine

Objectives and contribution to the program

• Discuss marketing data analytics intelligently with data scientists and with other stakeholders,
• Better understand proposals for marketing data analytics projects and investments,
• Participate integrally in marketing data analytics projects.

Competency Goals :

CG 1 Disciplinary Knowledge
CG2 Operational
CG5 Aware of complexity / Critical Mind
CG6 Communicate orally and in writing in several languages

Prerequisites and corequisites

Basic statistics knowledge is required
Basic marketing knowledge is required.

Content

1. Course Overview - Data Analytics thinking
2. From Marketing Problems to Data Science Solutions - Data Science Process
3. Data Visualization
4. Data assets - Data Storing & Integration
5. Customer Privacy & data security
6 Descriptive Analytics
7. Predictive Analytics
8. Performance & evaluation
9. Text Mining
10. The Analytical Advantage

Teaching methods

Lectures, Case Studies, Classroom Workshop, Guest speakers

Assessment method

- Group assignment (40%)
- Written exam (60%)

References

Kotu, V., Deshpande B. 2018. Data Science: Concepts and Practice”, Morgan Kaufmann