What is data mining? How does it shape decision-making? You'll understand data pre-processing, visualisation and exploratory analysis for insights into marketing activities. Understanding key marketing tasks such as segmentation and profiling data mining methods, application of predictive models in data mining for marketing and accessing and collecting data from the web, as well as text mining. You’ll be able to see the potential in data mining for acquiring marketing insights and aiding marketing decision-making.
24 hours lectures and labs
2018/19
Individual Assignment (2000 words) (40%)
Individual Data Analysis Excel Project (60%)
Grigsby, M (2015). Marketing analytics: A practical guide to real marketing science. 1st ed. Kogan Page. ISBN-10: 0749474173.
Witten, I. H., Frank, E., Hall, M. A., Pal, C. J. (2016). Data Mining: Practical Machine Learning Tools and Techniques. 4th ed. Morgan Kaufmann. ISBN-10: 0128042915
See the library reading list for this module (Medway)
Demonstrate a systematic understanding of the potential of data mining for gaining marketing insight and supporting marketing decision making; Critically evaluate concepts and tools needed to analyse and interpret digital marketing data; Practice with leading data mining methods and their application to marketing challenges in a variety of contexts; Critically apply the practical experience and the theoretical insights needed to reveal patterns and valuable information embedded in large data sets to support digital marketing decision-making and activities.
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