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To understand consumers and build up a relationship with customers is the first step of every marketing decision. To be effective, marketing managers should know how to identify what target customers need, where they go for shopping and how to interact with them in a marketplace. This course integrates customer relationship management (CRM) and big data analytics in applications ranging from attracting new consumers, retaining customers, and encouraging referrals to re-inviting infrequent or lost customers using prediction, recommendation, and natural language processing. 

In tutorials and labs, students will exercise hands-on data analytics and then tackle real-world customer problems. No prior knowledge of R is needed because this course will go through R step-by-step. 

Study Level


Offering Terms

Term 3



Indicative contact hours


Conditions for Enrolment

Pre-requisite: (COMM5005 or COMM5011 or ECON5248) OR (in program 8543, 8338, 8621 or 5659). If students can demonstrate equivalent statistics knowledge, but haven't met the listed pre-requisites, they can seek permission by submitting an online form.

Course Outline

To access course outline, please visit:


Pre-2019 Handbook Editions

Access past handbook editions (2018 and prior)

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