Handbook

To understand consumers and build up a relationship with customers is the first step of every marketing decision. To be effective, marketing managers should know how to identify what target customers need, where they go for shopping and how to interact with them in a marketplace. This course integrates customer relationship management (CRM) and big data analytics in applications ranging from attracting new consumers, retaining customers, and encouraging referrals to re-inviting infrequent or lost customers using prediction, recommendation, and natural language processing. 

In tutorials and labs, students will exercise hands-on data analytics and then tackle real-world customer problems. No prior knowledge of R is needed because this course will go through R step-by-step.