市场营销分析

The increase in the collection and analysis of Big Data, — extremely
large sets of information, such as social media comments or online
product reviews — can provide valuable insight to consumer behaviors and
preferences. As a result, businesses need market research analysts who
are able to handle data and apply it to real-world marketing contexts. This course is designed to provide students with a thorough
understanding of the industrial and scientific relevance of marketing
analytics and their application in strategic and operational decision
making for organisations that use Big Data. It has been developed to
equip you with the practical, evaluative and analytical skills to allow
you, as a future marketing manager, to influence and develop strategy
and performance within organisations, as an expert in marketing
analytics.The course is multidisciplinary, combining the Stirling Management
School’s expertise in marketing, business management and leadership with
computing expertise. A key feature of the course is an Industry
Partnership and Action Learning approach through consultancy projects
with industry. To finish your studies you will undertake a three-month
project giving you an opportunity to apply in the concepts and theories
you have worked on during the course to a real-life topic.