5.00 crédits
30.0 h
Q1
Enseignants
Hazée Simon;
Langue
d'enseignement
d'enseignement
Anglais
Autres infos
Ce cours est enseigné en anglais et exclusivement réservé aux étudiants CEMS de la LSM. Merci de consulter la version anglaise du descriptif.
Bibliographie
Recommended readings
Textbooks:
Scientific and managerial articles (exhaustive list available on Moodle):
Textbooks:
- Evans, J. (2020), “Business Analytics”, 3rd edition, Pearson Educations.
- Provost, F., & Fawcett, T. (2013), “Data Science for Business – What You Need to Know About Data Mining and Data-Analytic Thinking”, O'Reilly Media Inc.
- Tan, P-N et al. (2021), “Introduction to Data Mining”, 2nd edition, Pearson Educations.
- Hayasaka, S. & a Silipo, R. (2022), “KNIME Beginner's Luck”, KNIME.
Scientific and managerial articles (exhaustive list available on Moodle):
- Balducci, B., & Marinova, D. (2018), "Unstructured data in marketing", Journal of the Academy of Marketing Science, 46, 557-590.
- Bradlow, E., Gangwar, M., Kopalle, P., & Voleti, S. (2017), “The Role of Big Data and Predictive Analytics in Retailing”, Journal of Retailing, 93(1), 79-95.
- Davenport, T. H. (2006). “Competing on Analytics”, Harvard Business Review, 1-11.
- George, G., Osinga, E., Lavie, D., & Scott, B. (2016), "Big Data and Data Science Methods for Management Research", Academy of Management Journal, 59(5), 1493-1507.
- Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T., & Potapov, D. (2020), "Digital Analytics: Modeling for Insights and New Methods", Journal of Interactive Marketing, 51, 26-43.
- Katsikeas, C., Morgan, N., Leonidou, L., & Hult, T. (2016), “Assessing Performance Outcomes in Marketing”, Journal of Marketing, 80 (March), 1-20.
- Lobschat, L., Müller, B., Eggers, F., Brandimarte, L., Diefenbach, S., Kroschke, M. and Wirtz, J. (2020), “Corporate digital responsibility”, Journal of Business Research, forthcoming.
- Van Auken, S. (2015), “From Consumer Panels to Big Data: An Overview on Marketing Data Development”, Journal of Marketing Analytics, 3(1), 38-45.
- Villarroel Ordenes, F. and Silipo, R. (2021), "Machine learning for marketing on the KNIME Hub: The development of a
live repository for marketing applications", Journal of Business Research, 137, 393-410. - Wedel, M., and Kannan, P.K. (2016), “Marketing Analytics for Data-Rich Environments”, Journal of Marketing, 80(6), 97-121.
Faculté ou entité
en charge
en charge
CLSM
