MKT42370 Advanced Analytics & Big Data

Academic Year 2023/2024

Marketers are increasingly expected to utilise (big) data and analytics to drive decisions in areas such as promotion targeting, campaign optimization or pricing. Marketers are not only faced with an exponentially growing volume of data, but also with a whole new array of technologies, tools and industry players that allow them to translate raw data into actionable insights. This module aims to explore the role of big data, information systems and analytics in marketing management contexts. The module will cover the different sources and types of marketing and customer data; necessary information systems and infrastructure (e.g. CRM systems); the analytical tools and methodologies; the managerial challenges of effectively utilising big data and analytics; as well as the ethics and regulations of marketing and customer data.