●課程概論
本課程簡介資料探勘在行銷管理上的應用，讓學生能了解資料探勘的相關技術與議題，並培養學生分析行銷資料的能力。內容從資料探勘的相關技術與議題，資料倉儲到資料分析技術等，最後是大數據在行銷管理中的應用。
本課程注重學生的實作能力：數據分析與商務簡報技巧。在數據分析上，本課程會透過一系列的行銷實例，藉以加強學生在數位時代的數據分析能力。在商務簡報的訓練上，每位學生需組成小組、討論各種資料探勘的應用，於期中與期末提出口頭報告，並撰寫期末報告。
●課程目標
1.學生能了解資料探勘的原理與可能的應用範圍。
2.學生能解讀資料探勘的結果，並能應用在行銷管理的領域。
3.學生能了解大數據的意義及可能的應用。
4.學生能獨立進行初階的資料分析，對數據分析軟體有基本的瞭解與操作，並能進行基本的資料探勘。
●Course Overview
This course introduces the application of data exploration in marketing management, allowing students to understand the relevant technologies and issues of data exploration, and cultivate students' ability to analyze marketing data. Contents range from related technologies and discussions in data exploration, data is stored into data analysis technology, etc., and finally the application of large data in marketing management.
This course focuses on students' practical abilities: data analysis and business reporting skills. In terms of data analysis, this course will use a series of marketing examples to enhance students' data analysis capabilities in the digital era. In the training of business briefing, each student needs to form a group to discuss the application of various data exploration, submit oral reports at the mid-term and end of the period, and write a final report.
●Course Target
1. Students can understand the principles of data exploration and possible applications.
2. Students can understand the results of data exploration and apply them to the field of marketing management.
3. Students can understand the meaning and possible applications of large data.
4. Students can independently conduct preliminary data analysis, have basic understanding and operation of data analysis software, and can conduct basic data exploration.
1.大數據，麥爾荀伯格、庫基耶，天下文化，2013
2. R and Data Mining -- Examples and Case Studies, Yanchang Zhao, Academic Press, Elsevier, 2012
1. Large data, McEnberg, Kuchier, World Culture, 2013
2. R and Data Mining -- Examples and Case Studies, Yanchang Zhao, Academic Press, Elsevier, 2012
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 個人-讀書報告個人-讀書報告 Personal - Reading Report |
40 | |
| 小組-專案小組-專案 Group-Project |
60 |
