Big Data, Digital Marketing and Trendwatching
Subject area: computer science
Kind of studies: full-time studies
We offer a unique 2-year graduate programme in big data, digital marketing and trendwatching held as full-time or part-time. The innovative curriculum combines knowledge from the field of economics, communications, digital marketing, public relations, statistics, and new technologies. During the course of the programme you will obtain key and full competencies in the new and rapidly developing branch of big data analysis, interpretation and visualisation. You will be using software tools dedicated to personal branding, social and mobile marketing, viral and buzz marketing, content management and creation, video marketing. You will be also given tools and competencies in trendwatching and trendsetting in selected areas like fashion, design, motorization, sports. Students will be familiar with cultural and marketing trends get in-depth understanding of trends formation and proliferation, lifestyles, forecasting and management of the future.
Big data is data sets that are so voluminous and complex that traditional data-processing application software are inadequate to deal with them. Big data challenges include capturing data, data storage, data analysis, search, sharing, transfer, visualization, querying, updating, information privacy and data source. There are a number of concepts associated with big data: originally there were 3 concepts volume, variety, velocity. Other concepts later attributed with big data are veracity (i.e., how much noise is in the data) and value.
Data ( DAY-tə, DAT-ə, DAH-tə) is a set of values of qualitative or quantitative variables.
Digital usually refers to something using digits, particularly binary digits.
Digital marketing is the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.
Marketing is the study and management of exchange relationships. Marketing is used to create, keep and satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management - the other being innovation.
The future of marketing belongs to honest information, accurate data and clear claims based on truth.
Patrick Dixon Building a Better Business (2005)
The flaw of target marketing is that it assumes people are indifferent to variety. Suburban white boys won't listen to Rap because supposedly they can't relate to urban black youths hopping around to all beat and no melody. What we get is music segregation on the airwaves and the record racks.
Richard Menta, in: Three Lawsuits and a Funeral - 11/30/2001
The art of marketing is largely the art of brand building. When something is not a brand, it will be probably be viewed as a commodity.
Philip Kotler (1999), as cited in: Dennis Adcock, Al Halborg, Caroline Ross (2001), Marketing: Principles and Practice. p. 208