Growing volumes of data and, more importantly, the computation power to analyse it are now widely recognised as key business assets. No single discipline has the tools to make the most of these assets. Instead successful "big data" capability requires (a) the ability to understand how data can (and often cannot) be used to generate new insights into substantive problems (b) knowledge of how data are generated and used and (c) the ability to understand connections between variables captured in data. This unit provides an overview of principles from the disciplines of Business Information Systems and Business Analytics, applied in the context of Marketing problems, relevant for using 'big data' in business planning, decision-making and operations.
seminars: 3 hours per week x 13 weeks
Quiz 1 (10%), Quiz 2 (10%), Quiz 3 (10%), Quiz 4 (10%), Assignment A (Business Analytics) (20%), Assignment B (Customer Analytics) (30%), and Assignment C (Data Visualisation Activity) (10%)