Information Systems and Database Marketing

Code:

2GEC07

Acronym:

SIDM

Keywords
Classification	Keyword
OFICIAL	Computer Science

Instance: 2016/2017 - 2S

Active?	Yes
Responsible unit:	Agrupamento Científico de Matemática e Sistemas de Informação
Course/CS Responsible:	Master in Sales Management

Cycles of Study/Courses

Acronym	No. of Students	Study Plan	Curricular Years	Credits UCN	Credits ECTS	Contact hours	Total Time
GCOM	38	Official Bologna Syllabus	1	-	7,5	56	202,5

Teaching language

Portuguese

Objectives

Database Marketing:

 

• Motivating the use of ICT for decision support in Marketing and Management.

• Learn concepts of databases, data mining and database marketing.

• Identify marketing problems that can be addressed with data mining.

• Valuing the objective assessment of marketing communications.

• Understand the phases of a data mining project.

• Acquire basic skills for development of data mining projects.

 

Information Systems:

 

• Familiarize students with the "State-of-the-Art" Information Technologies

• Raising awareness on the current role and future of Information Technology in the company, not only to the management and operational levels, as the level of business format

• Encourage an attitude favorable to IT in order to enhance the competitive advantages for companies

• Discuss the future role of the management of information technology in organizations

• Study of Electronic commerce. Concepts, contours and characteristics

Learning outcomes and competences

After the activities of the course, students should be able to apply modern techniques of data mining in the context of customer characterization and to model the operations of segmentation, targeting and market basket analysis.

Students should be familiar with the "State-of-the-Art" Information Technologies for its role in the companies at both operational and management as the potential for change in business models and development advantages competitive.

Working method

Presencial

Program

Database Marketing module:

• Introduction: What knowledge can be extracted from the data? Data analysis, Data mining, Decision Support.

• Data: data preparation

- sources (relational databases, data warehouses, databases, text, clickstreams)

- preparation (cleaning, transformation)

• Mining:

--Clustering/agrupamento (Eg for customer segmentation)

- Forecast (classification and regression)

- Basket analysis (cross-selling, association analysis, collaborative filtering).

• Projects DM

- Rating: generic metrics (eg error, ROC analysis) and application-specific (eg customer value, service value, quality of marketing models)

- Methodologies: (CRISP, SEMMA)

- Tools (free and commercial)

 

Module Information Systems:

1) Evolution of Information Technology and its role in business

Information Technology and the Global Environment

Companies and Information Technologies

Information Technologies and competitive advantages

The impact of information technology in the organization

2) Familiarity with the "State-of-the-Art" Information Technologies

Information Technology

Key Business Applications - ERP, CRM, EIS

WEB 2.0, Enterprise Portals

Internet and Web

3) Analysis of investments in Information Technology

Setting up the project

The team

the partners

Planning and control

4) Major trends of IT and SI - Revolution WEB, Knowledge Management

Mandatory literature

Olivia Parr Rud; Data Mining Cookbook: Modeling Data for Marketing, Risk, and Customer Relationship Management, Wiley
Michael Berry e Gordon Linoff; Data Mining Techniques: For Marketing, Sales and Customer Support, Wiley
Turban, Efraim; Information technology for management. ISBN: 978-1-118-09225-5

Complementary Bibliography

Arthur M. Hughes; Strategic Database Marketing, 3rd Edition, McGrawHill

Teaching methods and learning activities

Theoretical exposition along with practical examples.

Software

MS-Access
MS - Excel
Rapid MIner

Evaluation Type

Distributed evaluation with final exam

Assessment Components

Designation	Weight (%)
Exame	50,00
Participação presencial	10,00
Trabalho escrito	40,00
Total:	100,00

Calculation formula of final grade

The student will only get approval if he gets a minimum of 7 points in the exam.

The classification in Database Marketing module is calculated as follows:

0.4 x assignment_classification + 0.5 x exam_classification + 0.1 x presencial participation

 

Examinations or Special Assignments

An assignment which consist of exploration with the techniques presented in a data set. 

The work will be performed in groups of 2 or 3 students.