MSc in Data Science with Specialization in Marketing Analytics
Collaborate with FBA
All courses are compulsory:
MKTG7010 Marketing Management
3 credits
This course seeks to equip students with the key conceptual, analytical and problem solving skills to address marketing problems and decisions. Specifically, it introduces students to various marketing analyses (customer, competitor and company analysis) and marketing strategies. Tools and methods used in planning and implementing the four Ps (product, price, place and promotion) will be explored. This course integrates theory and practice within the context of organizations operating locally and globally.
MKTG7030 Consumer Behavior
3 credits
The purpose of this course is to study the process of consumer decision-making and its determinants, and the resulting implications for marketing strategy. Concepts and theories covered in this course are essential for consumer analysis and the development of effective marketing strategies. A strategic orientation will permeate most facets of this course. At the same time, knowledge of consumer behavior requires an understanding of important theoretical concepts borrowed from fields such as social psychology, consumer psychology, and experimental psychology.
MKTG7033 Marketing Analytics
3 credits
This course is designed to help students understand the development of marketing data in the big data era and the value of such data in marketing decision making. Students will be introduced the broad range of marketing data available to businesses, ways to gain insights from the data and convert insights into profitable customer acquisition, retention and growth efforts. Important marketing data usages (e.g., customer behavior prediction, customer value evaluation, social listening, etc.) are discussed using examples from different industries. Issues of data privacy and implementation challenges in big data marketing will also be explored.
BAGC7011 Research Methods
3 credits
The course provides postgraduate business students with the fundamental analytical skills that they need for their project report, as well as a good understanding of the overall research process. The course guides students through every step of a research project, from getting started to analyzing data and writing a mock project report. It provides enhanced coverage of quantitative methods available for a variety of business topics, and contains demonstrations of the use of statistical software in a wide range of business research.
BAGC7891 Project Report
6 credits
This Project Report gives the students an opportunity to apply the knowledge obtained from their previous studies in data science and their field of specialization. Students will be required to identify existing practical problems in their field of specialization. To develop solutions for the problems identified, they need to conduct detailed literature review, design appropriate research method, gather relevant data, analyze their data using big data analytic techniques, interpret their findings, and finally write up the entire project report.