TOKT1149 — Ứng dụng khoa học dữ liệu trong Marketing

This course equips students with knowledge of and tools for data mining applied to marketing. Students learn how to use data to price products, estimate customer lifetime value, and build models to predict customer churn, identify potential customers, and segment customers. In addition, students are introduced to machine learning and deep learning techniques to build market basket analysis systems, product recommendation systems, and systems for analyzing customer sentiment toward products and services. Thus, this course provides comprehensive guidance on solving major problems in the field of marketing using data analytics tools. This, in turn, helps students gain a deeper understanding of customer behavior while building more effective targeted and personalized marketing strategies.

Main contents

- Knowing how to compute and visualize key KPIs in marketing

Product pricing

Customer lifetime value, Monte Carlo simulation, decision-making in marketing

Using clustering methods to segment customers

Market basket analysis using association rules

Recommending the products that customers are most likely to buy

Customer sentiment analysis

Requirements for eligibility to sit the end-of-course examination

The attendance score must be 5 or above (in accordance with the University's general regulations)

Method of grading attendance: see Appendix 2, rubric 1.

Regulations on class attendance

Students are responsible for attending all class sessions.

In the event of absence due to force majeure, students must proactively acquire the knowledge through the materials provided by the lecturer and other required readings.

Regulations on classroom conduct

The course is conducted on the principle of mutual respect between learners and instructors;

Take complete notes and participate in answering questions;

Read the required materials in advance;

Complete homework assignments;

Do not make noise or disturb others, and do not eat during class;

Laptops, tablets, and mobile phones may only be used for taking lecture notes and performing computations for study purposes; they must absolutely not be used for any other purpose.

Regulations on submitting major assignments

Learners who fail to submit required individual/group assignments will receive a score of 0 (zero).

After the prescribed deadline, each day of late submission will result in a one-point deduction.