Data Science for Marketing

The class requires some basic knowledge of statistics.
In this course, we will examine how data science technologies can be used to improve marketing decision making. We will study the fundamental principles and techniques of data science, and we will examine real world examples and cases to place data science techniques in marketing context, and to develop data analytic thinking.

This course presents a set of fundamental principles for extracting useful knowledge from data. These fundamental principles are the foundation for many algorithms and techniques for marketing data science, but also underlie the processes and methods for approaching marketing problems data-analytically, evaluating particular marketing data science solutions, and evaluating general marketing data science plans. The class meetings will be a combination of lectures on the fundamental material, discussions of marketing applications and cases, exercises and workshops with data.

Course leader

Martine George, PhD, Professor of Management Practice at Solvay Brussels School of Economics and
Management

Target group

Undergraduate/masters' degree students. Young professionals welcome.

Course aim

At the end of the course, the participants will be able to:
• Discuss marketing data science intelligently with data scientists and with other stakeholders
• Better understand proposals for marketing data science projects and investments
• Participate integrally in marketing data science projects
Develop basic proficiency with data analytics
Develop a data-driven marketing strategy

Fee info

EUR 100: 100 euros application fees for all students
EUR 500: 500 euros for free movers

Scholarships

n/a