《Big Data Marketing》Syllabus

Course Number:            23100608130

Course Name:                Big Data Marketing

Instructors:                    Yu Dongdong

Required Text:            Hua Ying, Ma Shuang. Big Data Marketing [M]. Beijing: China Renmin University Press, 2021.

Course Description:       This course is an elective specialization for undergraduate marketing majors. It aims to introduce students to the scope, applications, and development trends of big data marketing, as well as the forefront of the discipline. The course seeks to stimulate students' interest in marketing by providing an understanding of the theoretical foundations of big data marketing and teaching them how to acquire, analyze, and mine marketing data. Through this course, students will develop big data thinking and application skills. They will become proficient in consumer insights, user profiling, precision marketing, sentiment analysis, and marketing effectiveness evaluation. The course is designed to meet the practical needs of marketing research and analysis, marketing planning, and modern marketing operations and management based on big data and the internet.

                                      Credit/Teaching Hours

Outline of UG CPC Topics Covered in this Course:  (2.5 Credits/40 Teaching Hours)

I. Entering the World of Big Data                                  4 Teaching Hours

-Development History of Big Data Marketing

-Evolution of the Data Industry

-The Essence of Big Data

-Technical Architecture and Common Tools of Big Data Marketing

II. Theoretical Foundations of Big Data Marketing                  4 Teaching Hours

-Introduction to Big Data Marketing

-Theoretical Foundations of Big Data Marketing

-Knowledge Areas of Data Marketing

-Changes Brought by Big Data to Data Marketing

III. Big Data-Driven Innovations in Product, Pricing, Channels, and Promotion

6 Teaching Hours

-Product Innovation through Big Data Channels

-Pricing Innovation through Big Data Channels

-Channel Innovation through Big Data Channels

-Promotion Innovation through Big Data Channels

IV. Consumer Insights Based on Big Data                           4 Teaching Hours

-Sources of Consumer Data - Online "Footprints"

-Big Data Analysis of Consumer Behavior

V. Big Data Marketing Applications in the B2C Field                 6 Teaching Hours

-Personalized Marketing: Precision Marketing in the Maternal and Infant Industry

-O2O: Optimizing Customer Experience in Retail

-"Sheep, Pig, Dog" Models in the Internet Era

-Public Opinion Monitoring and Sentiment Analysis

-Cross-Border Collaboration: Joint Marketing Using Customer Data as Core Assets

VI. Big Data Marketing and Operations                              8 Teaching Hours

- The Basics and Content of Big Data Marketing and Operations 

- Personalized Product Pricing 

- Dynamic Pricing 

- Channel Integration

VII. Analysis of Big Data Marketing Effectiveness                      8 Teaching Hours

- Overall Marketing Effectiveness Analysis 

- Customer Quality Analysis 

- Advertising Marketing Effectiveness Analysis 

- Marketing Operations Effectiveness Analysis 

- Brand Equity Effectiveness Analysis  

- Common Pitfalls in Marketing Effectiveness Analysis

Total (Teaching Hours)                                                                                40  

Summary of UG CPC Topics Covered in this Course:                   (40Teaching Hours)