MKTG 4640 - Mktg Text Analytics

Institution:

University of Utah

Subject:

Marketing

Description:

This course provides an overview of the ways in which text analytic tools are applied to extract critical information from emails, tweets, blogs, customer reviews, and other unstructured data. The course focuses on a variety of different analytical techniques and algorithms and how they are applied in the marketing world to support better decision making. Applications of text analytics considered include sentiment analysis of discussion boards/blogs/tweets/reviews, the creation of consumer perceptual maps and segments, competitive intelligence, search engine optimization, and the analysis of open-ended survey responses. Students will gain direct experience using text analytics models and techniques and enhance their ability to solve complex marketing problems in an ill-structured environment. Prerequisites: 'C-' or better in (MKTG 3000 OR MKTG 3010 OR MKTG 3011 OR BCOR 3040)

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.utah.edu

Phone Number:

(801) 581-7200

Regional Accreditation:

Northwest Commission on Colleges and Universities

Calendar System:

Semester

General Education

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