《大数据与精准营销》课程教学大纲.docxVIP

《大数据与精准营销》教学大纲 一、课程基本信息 课程名称 大数据与精准营销 Big Data and Precision Marketing 课程编码 SEM220411020 开课院部 经济管理学院 课程团队 《大数据与精准营销》教学团队 学分 2.0 课内学时 32 讲授 32 实验 0 上机 0 实践 0 课外学时 32 适用专业 市场营销 授课语言 中文 先修课程 程序设计（Python）、大学计算机、高等数学（2-1）、线性代数、高等数学（2-2）、概率论与数理统计、管理统计学、管理信息系统、运筹学、营销建模与数据挖掘 课程简介 （必修） 大数据与精准营销是面向市场营销专业的必修课程，该课程是理论与实践紧密结合的一门综合课程。系统介绍了大数据营销的相关理论和数据在营销中的应用，通过很多行业案例了解数据营销的应用场景和前世今生。课程主要讲授数据营销客户精准定位、产品信息的精准营销、互联网大数据精准营销、移动互联网大数据精准营销、APP 大数据精准营销、微信大数据精准营销、O2O 大数据精准营销、视频大数据 精准营销、微博大数据精准营销、数据营销未来可能模式的思考等内容。将抽象的大数据落地到具体行业应用和案例，将大数据与移动互联网各种微营销工具相结合。通过课堂学习和研讨分析等手段，能培养学生掌握数据营销等专业知识，能够发现、分析和解决组织的营销实践问题；了解计算机与互联网等相关知识，熟练掌握利用大数据实现精准营销等现代工具与方法，具备现代营销所需的量化分析与应用力。 Big data and precision marketing are compulsory courses for the major of marketing. This course is a comprehensive course that combines theory and practice closely. The system introduces the relevant theories of big data marketing and the application of data in marketing. It helps understand the application scenarios of data marketing and past and present life through many industry cases. The course mainly teaches data marketing customer precise positioning, product information precise marketing, internet big data precise marketing, mobile internet big data precise marketing, APP big data precise marketing, WeChat big data precise marketing, O2O big data precise marketing, video big data precise Marketing, micro-blog precision marketing of big data, thinking of possible future models of data marketing, etc. Put abstract big data into specific industry applications and cases, and combine big data with various micro-marketing tools for the mobile Internet. Through classroom learning and seminar analysis, we can cultivate students to master professional knowledge such as data marketing. Able to discover, analyze and solve the organizations marketing practice problems; understand the relevant knowledge of computers and the Internet, master modern tools and methods such as the use of big data to achieve precise marketing, and possess th