FWP Marketing Analytics and Data-Driven Marketing (BW/IM/IWI/WiPsy - 4 SWS/4 ECTS)
Data Science and Marketing Management are two key success factors for companies to assert themselves in times of rapidly changing economic cycles and to differentiate themselves from competitors. The ability to automatically analyze structured and unstructured data and derive actionable insights can often be the crucial economic delta for enhancing corporate success.
The focus of this course is on the application of fundamental concepts
and methods of machine learning to address challenges and problems in
the analysis and prediction of customer behavior and interaction based
on data from non-public corporate data and public social media data.
Selected techniques and algorithms will be taught and applied to address
specific problems.
Projects will be assigned to teams of 2-3 students. The
results will be pitched in a team presentation at the end of the semester and
complemented by a written exposition. Data analyses and algorithms can
be carried out in any state-of-the-art language for machine learning
(e.g., R, Python). At the start of the event, existing R skills will be
refreshed, and if applicable, Python will be introduced in a crash course as another
standard language for data science.
- Dozent/in: Jianing Zhang