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Data-Mining & Information Systems for Marketing Decisions - MARK6019
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Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

Technological advancements over recent years have led to voluminous quantities of data being collected in virtually all areas of business, and particularly in marketing (e.g., sales data, customer records, membership records). Sorting the data into information has always been a challenging task for analysts. Data-mining tools, involving automatic or semi-automatic exploratory analyses, have become popular in helping to transform data into information. This course introduces basic concepts of data mining, discusses major data mining techniques, looks at data integration, presents applications and discusses some commercial data mining tools. Specific applications are considered using innovative case-study material, including the use of data-mining and geographic information systems for market segmentation, customer relationship management, and retail network planning and demand modelling. By participating on this course students are expected to gain new insight into their own databases.

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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.