MKT4636 - Data-centric Marketing

Offering Academic Unit
Department of Marketing
Credit Units
Course Duration
One Semester
Course Offering Term*:
Semester A 2018/19
Semester A 2019/20 (Tentative)

* The offering term is subject to change without prior notice
Course Aims

Nowadays data are expanding faster than ever and we're facing Big Data challenges. This course will present students with a wide range of marketing analytics that help firms to interpret data from various sources such as business transactions, social media and information from sensor. Students will learn some commonly used marketing analytics such as Customer Lifetime Value and RFM (Recency, Frequency, Monetary), as well as some newly developed analytical tools such as Social Network Analysis, Sentiment Analysis and Opinion Mining. Frontier topics including mobile marketing and field experiments will be also discussed. Students will learn though lectures, cases, exercises and real-world datasets.  

Assessment (Indicative only, please check the detailed course information)

Continuous Assessment: 70%
Examination: 30%
Examination Duration: 2 hours
Detailed Course Information


Useful Links

Department of Marketing