Marketing 497T - ST-Text Mining& Analytics/MKTG

This is a hands-on course taught by a leading scholar and scientist who makes accessible and clear the highly sophisticated field of text mining and analytics for a) detecting and revealing hard-to-see patterns in unstructured textual data, such as social media conversations and online brand content, b) uncovering powerful market insights concerning customer sentiments/emotion, trends, segments and other aspects related to customer contexts, and c) identifying and monitoring online brand-communication strategies. The skills developed in this course can be used in a variety of ways, such as revealing what people really think or feel in social media posts, blogs, newspapers, or any source where content is comprised of text, and then using that insight to market effectively to consumers.

Successful completion of this course will enhance one's personal brand, skill set, and value in a world where leading organizations will pay greatly for individuals who have overlapping skills in marketing, intelligence/insight, and computer science. This course provides critical training in these three areas, and is a gateway to working with other forms of unstructured data, such as audio, images and videos. The most critical skill for success in this course is a strong interest in, and curiosity about, the course content.

Pre Req: MARKETNG 301 Open to any Isenberg student who has completed Marketing 301, any IT minor student who has completed/satisfied a "Foundations" course, or any other student who obtains consent from instructor.

Students who are unable to enroll/register for this course through Spire, may request permission to enroll by contacting the Marketing Department Office Manager, Cheryl Brissette, cbrissette@isenberg.umass.edu