TODAY, COMPANIES HEAVILY RELY ON DATA-DRIVEN MARKETING TO BETTER UNDERSTAND THE NEEDS AND EXPECTATION OF THEIR CUSTOMERS. IN THE TIME OF INDIVIDUALIZATION, DIGITALIZATION, NETWORKING ALONG WITH THE EMERGENCE OF ENLIGHTENED CONSUMER HAS POSING NEW CHALLENGES AS WELL AS OPPORTUNITIES FOR MARKETING. THROUGH VARIOUS DATA COLLECTION METHODS AND FROM VARIOUS DATA RESOURCES, COMPANIES GATHER DATA ON PURCHASE BEHAVIOUR, SOCIAL RELATIONSHIPS, OR ATTITUDES. BY ANALYZING SUCH DATA, COMPANIES GAIN MARKET INSIGHTS AND CAN ENHANCE MARKETING DECISIONS SUCH AS SEGMENTATION AND TARGETING OF CUSTOMERS, THE POSITIONING OF PRODUCTS BASED ON CUSTOMER PREFERENCES, OR DEVELOPING THE RIGHT MARKETING MIX IN THE COMPETITIVE MARKET ENVIRONMENT. THE COURSE IS PRACTICAL AND DATA-DRIVEN, WITH STUDENTS EXPOSED TO SPECIFIC TOOLS AND TECHNIQUES USING THE COMPUTER-BASED SOFTWARE. MAJOR EMPHASIS IS PLACED ON DEVELOPING AN UNDERSTANDING OF THE DATA AVAILABLE TO MARKETERS, ITS USES AND LIMITATIONS, AND THE TOOLS AND TECHNIQUES FOR PREDICTING AND MEASURING THE EFFECTIVENESS OF A COMPANY’S MARKETING EFFORTS. ANALYTICAL, CRITICAL THINKING AND TECHNOLOGY SKILLS WILL BE ENHANCED THROUGHOUT THE COURSE.
- Lecturer: DR. AISYAH BINTI ISMAIL