Digital Analytics & Marketing

2nd SEMESTER / COURSE: ADVERTISING AND MARKETING / OPTIONAL

Learning outcomes:
1 – Learn how the data and analysis that can be done on them can be a valuable tool for marketing strategy. Understanding what is changing today in technology and society and how it will change marketing
2 – Understand the main sources of data that are available today and how they can become knowledge to be integrated into operational and strategic marketing
3 – Know the main techniques of data analysis, from the most traditional, to the most innovative
4 – Understand how data analysis currently applies in business context across different business cases, from segmentation to customer value
5 – Demonstrate the role of data analysis in marketing activities in the digital world and grasp its scope at the corporate and social level
6 – Present future perspectives for marketing analytics in the context of concepts that are beginning to have enormous relevance, such as IoT and smart cities

 

RESPONSIBLE TEACHER:

Ana Teresa Machado

TEACHER(S):

Rui Gonçalves