City University of Hong Kong. Information on a Course offered by Department of Information Systems with effect from Semester B in 2013 / 2014

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1 City University of Hong Kong Information on a Course offered by Department of Information Systems with effect from Semester B in 2013 / 2014 Part I Course Title: Course Code: Course Duration: Marketing Analytics IS4730 One Semester No. of Credit Units: 3 Level: Medium of Instruction: B4 English Prerequisites: (Course Code and Title) CB2500 Information Management and MKT3603 Consumer Behaviour and MKT3608 Marketing Intelligence Precursors: (Course Code and Title) Equivalent Courses: (Course Code and Title) Nil Nil Exclusive Courses: (Course Code and Title) MS4321 Customer Relationship Management with Data Mining MS4424 Data Mining and Modelling, and MS4224 Enterprise Data Mining Part II 1. Course Aims This course aims to Provide students with the skills to explore how information systems and technology can be used in performing and analytics tasks; Teach students how to carry out marketing analyses professionally by emphasizing the use of Equip students with basic expertise of the analytical techniques and technologies of various marketing channels and media;

2 2. Course Intended Learning Outcomes (CILOs) Upon successful completion of this course, students should be able to: No. CILOs Weighting (if applicable) 1. Describe the basic concepts of marketing intelligence and analytics to support marketing campaigns and effectively use emerging technologies to enact such campaigns. 2. Explain and demonstrate how market intelligence data can be innovatively collected and analyzed to improve the efficiency and effectiveness of businesses in a technology-driven market. 3. Apply the analytical techniques and technologies of and analytics to find solutions for local and international marketing problems. 4. Demonstrate good communication and interpersonal skills in proposing and presenting appropriate strategies for. 2 DEC Dimensions (Attitude/ Ability/ Accomplishments) 3 Ability, Accomplishments (3: Relatively most focused ILOs; 2: moderately focused ILOs; 1: less focused ILOs) 3. Teaching and Learning Activities (TLAs) (Indicative of likely activities and tasks designed to facilitate students achievement of the CILOs. Final details will be provided to students in their first week of attendance in this course) 3 1 Seminar: 3 hours per week (preferably to be conducted in computer lab) TLA1. Lecture: Concepts of marketing support and intelligence and its web-based extensions to solve business problems, and the design, and integration of management support systems for marketing applications are explained by instructor. TLA2. Case Studies: The -related problems and the specific applications of proven problem solving techniques as well as cutting-edge technologies for marketing support and intelligence concepts are discussed and presented to the fellow students. TLA3. Demonstrations and hands-on exercises: Demonstrations and practices of application of marketing data analytical techniques to marketing problems. TLA4. Practical: Developing the hands-on skills for solving business problems by adopting the skills just taught. TLA5. On-Line Discussion: It is a means of self reflection and sharing concepts, techniques, and methods for Marketing Intelligence Systems issues among students within or after formal classes.

3 CILO No. TLA1 TLA2 TLA3 TLA4 TLA5 Hours/week (if applicable) CILO CILO CILO CILO (1: Indirectly Supporting ILO; 2: Directly Supporting ILO) 4. Assessment Tasks/Activities (Indicative of likely activities and tasks designed to assess how well the students achieve the CILOs. Final details will be provided to students in their first week of attendance in this course) AT1. Seminar Participation and Exercises (20%): Each seminar consists of lecture, exercises, small group discussions, self reflection, or student presentations to assess students understanding of the chosen topics and their abilities to apply their skills. AT2. Group Project (30%): A group project, which includes a project report and presentation, will be allocated to let students practise on the skills acquired. AT3. Examination (50%, one 2-hour exam): A written examination is developed to assess student s competence level of the taught subjects. CILO No. AT1 (20%) AT2 (30%) AT3 (50%) Weighting (if applicable) Remarks CILO CILO CILO CILO (1: ILO moderately assessed by AT; 2: ILO heavily assessed by AT) 5. Grading of Student Achievement: Refer to Grading of Courses in the Academic Regulations. Grading pattern: Standard (A+, A, A- C-, D, F) ILO Excellent Good Adequate Marginal CILO1 Accurately and profoundly describe all important requirements and all key concepts for effectively compare and discriminate among the key concepts; Accurately and profoundly describe several important requirements and all key concepts of effectively discriminate among the key concepts; Accurately describe some important requirements and most key concepts of reasonable discriminate among the key concepts; Accurately describe few important requirements and some key concepts of marketing intelligence and analytics; minimal discriminating among the key concepts; CILO2 Effectively and accurately propose a comprehensive plan on how intelligence data could be collected and analyzed to improve the outcomes of the marketing initiatives; Effectively propose with a reasonable plan on how intelligence data could be collected and analyzed to improve the outcomes of the marketing initiatives; Effectively propose a few considerations on how intelligence data could be collected and analyzed to improve the outcomes of the marketing initiatives; Effectively propose the minimal considerations on how intelligence data could be collected and analyzed to improve the outcomes of the marketing initiatives;

4 CILO3 Reasonably and effectively formulate analytical techniques and technologies to analytical techniques and technologies to major marketing intelligence analytical techniques to solve given marketing most important analytical techniques to CILO4 show well-rounded identifying most appropriate existing show well-rounded identifying some appropriate existing show reasonable degree of identifying some reasonable existing show limited identifying necessary existing technique for respective system design and Part III Keyword Syllabus Marketing intelligence Marketing intelligence data analytics; Mobile analytics; Social analytics; Web analytics. Recommended Reading Text(s) Brad Geddes, Advanced Google AdWords, 2/e, Sybex, Tim Ash, Rich Page and Maura Ginty, Landing Page Optimization The Definitive Guide to Testing and Tuning for Conversions, 1/e, Sybex, Kim Dushinski, The Mobile Marketing Handbook, 2/e, Information Today, Inc., David Meerman Scott, The New Rules of Marketing & PR, 3/e, Wiley, Khalid Saleh and Ayat Shukairy, Conversion Optimization The Art and Science of Converting Prospects to Customers, 1/e, O Reilly Media, Paul W. Farris, Neil T. Bendle, Philip E. Pfeifer and David J. Reibstein, Marketing Metrics The Definitive Guide to Measuring Marketing Performance, 1/e Wharton School Publishing, Richard DeHerder and Richard Blatt, Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success, 1/e, Prentice Hall, Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, Sybex, Eric Engge, Stephan Spencer, Rand Fishkin and Jessie Stricchiola, The Art of SEO: Mastering Search Engine Optimization (Theory in Practice), 1/e, O Reilly Media, Steve Jackson, Cult of Analytics: Driving Online Marketing Strategies using Web Analytics, 1/e, Butterworth-Heinemann, 2009.

5 Efraim Turban, Jay E. Aronson, Ting-Peng Liang, Ramesh Sharda, Decision Support and Business Intelligence Systems, 8/e, Prentice Hall, Online Resources Course reading materials will be augmented by articles from journals, whitepapers and other materials available on-line.

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