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Big Data and Predictive Analytics

Course Code MKTG-746
Lecture hours per week 2
Lab hours per week 2
Course Availability: Open

This course is designed to provide practical ‘hands on’ experience that will supplement the theoretical and case study materials presented in both the Fundamentals of Marketing Research (MKTG 743) and Database Mining and Visualizations (MKTG 745). The features of SAS Enterprise Guide that were introduced in Computer Applications for Marketing Analytics (MKTG 744) will be explored in greater depth. The Advanced Computer Applications for Marketing Analytics will introduce the student to:

a) industry recognized advanced analytical techniques used to support marketing decision making including; sampling methods, univariate techniques for hypothesis testing, predictive modelling for customer behaviour and customer segmentation
b) data quality and information management techniques used to prepare and assess data for more advanced exploratory analysis
c) practical case examples in applying advanced statistical techniques towards; model development, validation, and business impact assessment