Ciência de Dados Aplicada ao Marketing

N/A

The following methodologies are used in this course:

1     – Expository method: an explanatory method where theoretical foundations and concepts are presented by the lecturer and discussed withthe class, followed by demonstrative examples;

2     – Experimental method: an active method where the student develops knowledge through problem-solving and the development ofindividual laboratory projects or group dynamics.

Each class will consist of two moments:

1     – Introductory presentation: At the beginning of the class, the lecturer exposes and discusses the new contents understudy with thestudents;

2     – Practical application: After the introductory presentation, students develop worksheets and problem-solving, individually and together, forpractical application of new concepts, autonomously and under the guidance of the lecturer.

At the end of the curricular period of this UC, the student must:

– Identify the main concepts of data science applied to Marketing – (LO1)

– Implement applications in the field of data science – (LO2)

– Using methods/algorithms in new data science problems and evaluating the results – (LO3)

– Evaluate and interpret the work carried out in the field of data science for marketing- (LO4)

S1 – Introduction to data science concepts applied to Marketing

S2 – CRISP-DM methodology

S3 – Models for data science problems applied to Marketing S4 – Evaluation of models and interpretation of results

• - written test - 50.0%
• - practical assignments - 50.0%

• - an individual written test - 25.0%
• - an individual practical assignment - 75.0%

NAO