MAN 2550 Business Intelligence and Consumer Insight

The rapid proliferation of the Internet and related technologies has created an unprecedented opportunity for enterprises to collect massive amounts of data regarding customers and all aspects of their business operations. As a result the practice of marketing is changing and marketing decisions made by companies are becoming more and more data based. Yet the reality is that most organizations today are (i) data rich but information and knowledge poor, and (ii) not harnessing the full potential of their data, which is perhaps the second most important asset after human capital. Internet based applications such as social media, website usage tracking and online reviews provide access to vast amounts of data regarding customers, suppliers, competitors as well as a firm's own activities and business processes. Being able to unlock consumers' insights and knowledge trapped in such raw data constitutes a key lever for competitive advantage in hypercompetitive business environments. This course is designed to showcase the virtually unlimited opportunities that exist today to leapfrog the competition by leveraging the data that organizations routinely collect every day, but which they hardly use strategically to make decisions at various points in the value chain. Students will be exposed to a wide gamut of issues related to Consumers buyer behavior and insights, data analytics and business intelligence. Prerequisite(s): IDS 1020 and MAR 1001. Corequisite(s): IDS 1131.

Credits

3