2 ECTS; 1º Ano, Anual, 12,0 TP , Cód. 20388.
Lecturer
(1) Docente Responsável
(2) Docente que lecciona
Prerequisites
Objectives
Understand Big Data concepts and their relevance in marketing.
Use predictive and prescriptive analytics tools.
Apply data in strategic decision-making.
Program
Big Data concepts and data sources in digital marketing
Predictive and prescriptive analytics tools (Power BI, Google Looker
Studio, Tableau)
Machine learning for consumer behaviour prediction
Customer insights and real-time analytics
Data-driven decision making
Smart metrics and automated reporting
Evaluation Methodology
Individual and Group Work (100%)
Bibliography
- , . e J. David, O. e Joseph, F. e E Dana, H. (2022). Essentials of marketing analytics. U.S: McGraw-Hill
- Buttle, F. e Maklan, S. (2019). Customer relationship management: Concepts and technologies . London: Routledge
Teaching Method
Demonstrative and expository theoretical classes and practical classes with the resolution of practical cases based on PBL.
Software used in class
