MSc in Marketing and International Business

Second Term, 2019-20

MIB607 - Big Data Marketing

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Brief Course Description

In the age of Big Data, marketing analytics increasingly plays an important role in business decision making. Big data marketing analytics improves the quality of marketing decision making by helping firms better understand their customers and competitors. This course introduces students to state- of-the-art big data and marketing analytics to generate business insights, demonstrates how to practically apply these analytical skills to real-world business decisions, and provides the skills needed to make intelligent use of marketing data in making recommendations about marketing strategies. These skills are learned through a combination of lectures, assignments, in-class exercises, and project with real data.

Lecturer

Second Term, 2019-20

Prof. LI Yiwei, Victor

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- Course description and schedule  

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Last Update: 7 Jan 2020

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Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk