Knowledge

The student...

has a foundational understanding of data pre-processing techniques.
has proficiency in performing exploratory data analysis (EDA) to reveal patterns and trends.
has knowledge of diverse market segmentation methods for identifying customer segments.
has an understanding of predictive analysis and classification principles for forecasting and targeted strategies.
has familiarity with association rules and pattern recognition techniques in marketing analytics.

Skills

The student...

can apply data mining techniques to marketing datasets.
can interpret and communicate actionable insights from data mining results.
has practical skills in predictive modeling, classification, and algorithm evaluation.
can implement association rules to identify patterns and relationships.
can apply sentiment analysis, customer lifetime value calculation, and customer churn prediction skills.

General Competence

The student...

can demonstrate critical thinking and problem-solving skills for data-driven decision-making.
can efficiently communication findings through written and oral presentations.
has an understanding of ethical considerations in data usage and privacy in marketing.
can collaboration with peers in group projects to enhance teamwork and problem-solving.
can demonstrate leadership in promoting and influencing data-driven decision-making processes in marketing.

Subject description ICR5100

Marketing Analytics