The course of Marketing & Big Data Analytics aims to make students understand how Marketing is a field in which data and data analytics play a critical role in decision-making. Market and customer insights provide recommendations for marketing decision-makers, and they must be handled regularly due to the dynamism of today’s market climate. As part of their marketing plan, organizations and decision-makers must consider data generated by customers and markets. For marketing decision-making, data must be used as a critical component of the marketing strategy.
Organizations are now applying big data analytics to understand their customers better and achieve optimum customer engagement. Big data are, however, not a solution but just raw material.
The challenge remains to transform the data into knowledge that managers can use to solve challenges and achieve improved performance.