Professional Documents
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Aims
This aim of this elective course unit is to review digital technologies used for
marketing and assess their importance and implications through case studies
and practical assignments. The course unit will define Business Intelligence
and its technological components and how this is can be used for marketing
innovation. Business Intelligence (BI) is the gathering of vast amounts of data
in order to get insights that drive innovation. It encompasses a broad category
of technologies that allow business users to gather, store, access and analyse
data to improve the customer-centric information management capabilities.
Business Intelligence consists of three integrated technological components:
Data Warehousing, Data Mining and Analytical Reporting. The course unit will
investigate all three of these aspects.
Learning Outcomes