DIGITAL MARKETING AND CUSTOMER ANALYTICS

Academic year
2022/2023 Syllabus of previous years
Official course title
DIGITAL MARKETING AND CUSTOMER ANALYTICS
Course code
EM1412 (AF:358755 AR:188842)
Modality
On campus classes
ECTS credits
6
Degree level
Master's Degree Programme (DM270)
Educational sector code
SECS-P/08
Period
1st Term
Course year
2
Where
VENEZIA
Moodle
Go to Moodle page
The module's objective is to understand the challenges of digital marketing by focusing on the application of data analytics to contemporary marketing practice. Lessons will match marketing theory with marketing problems and machine learning or statistical models. Students are actively involved in hands-on coding exercises to develop solutions using data analytics techniques.
Learning outcomes include:
- the impact of digital technologies on marketing;
- the challenges of digital marketing;
- the choice between of prediction and causality;
- the choice between supervised and unsupervised learning algorithms;
- the application of data analytics to marketing intelligence: marketing campaigning, advanced profiling, anti-churn
Statistics and basic coding in R
The course will cover the following topics:
- digital technologies in marketing;
- CRM and consumer behaviour;
- marketing analytics;
- predictive modeling vs causal modeling;
- supervised vs unsupervised machine learning;
- customer segmentation, marketing campaigning, attrition.
A reading list of papers will be provided on the moodle platform.
Attending students: submission of a project based on real data (70%) individual exam with 1 question out of 3 (30%)
Exam for not-attening students is written and includes 3 questions and an empirical exercise in R.
Theoretical lessons; case studies; exercises in RStudio
English
written
Definitive programme.
Last update of the programme: 19/06/2022