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Unit of study_

MKTG6010: Machine Learning in Marketing

With fast growth of the modern digital economy, multi-quintillion bytes of data is generated every day. This provides an enormous opportunity and a significant challenge for marketers to extract marketing insights because of not only the size of the data, but also the structure of the data. A growing proportion of the data is unstructured, such as customer emails and texts, mobile data, social media UGCs, C2C data on two-sided platforms in the sharing economy. Traditional marketing research methods cannot be used to solve these problems. This unit introduces state of the art machine learning methods to help marketers extract consumers insights from big data including structured and unstructured data and make better informed business decisions.

Code MKTG6010
Academic unit Marketing
Credit points 6
BUSS6002 OR QBUS5011

At the completion of this unit, you should be able to:

  • LO1. Apply machine learning methods commonly used in marketing and evaluate the advantages and disadvantages of those methods
  • LO2. Identify the machine learning models required to analyze practical problems in marketing
  • LO3. Apply machine learning to extract insights from big data for better decision making
  • LO4. Apply the required analytical techniques across marketing units