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Module Detailed Information for [BT4211]
Academic Year : 2018/2019 Semester : 2
Correct as at 21 Feb 2019 05:00

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Module Information
Module Code :
Module Title : Data-Driven Marketing
Module Description : In today’s environment, marketing or business analysts require tools and techniques to both quantify the strategic value of marketing initiatives, and to maximize marketing campaign performance. This module aims to teach students concepts, methods and tools to demonstrate the return on investment (ROI) of marketing activities and to leverage on data and marketing analytics to make better and more informed marketing decisions. The course topics covered include marketing performance management, marketing metrics, data management, market response and diffusion models, market and customer segmentation models, analytic marketing and value driven segmentation, digital media marketing analytics, etc. Students will have access to real marketing and customer data sources, and will conduct hands-on marketing analysis using data mining and statistical analysis tools.
Module Examinable : -
Exam Date : 04-05-2019 PM
Modular Credits : 4
Pre-requisite : MKT1705X and [(BT2101 and BT2102) or (DBA3803 and IT3010)]
Preclusion : NIL
Module Workload (A-B-C-D-E)* : 3-0-0-3-4
Remarks : Nil
* A: no. of lecture hours per week
B: no. of tutorial hours per week
C: no. of laboratory hours per week
D: no. of hours for projects, assignments, fieldwork etc per week
E: no. of hours for preparatory work by a student per week

Lecture Time Table
Class TypeWeek TypeWeek DayStartEndRoom

Tutorial Time Table
Attention: The tutorial timetables could be updated from time to time. Students are advised to check regularly for the latest update on the change of tutorial timing.
No Tutorial Class or to be announced. Please check with the department offering this module.

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