《大数据营销》教学大纲 一、课程基本信息 中文名称：大数据营销 课程名称 英文名称：Big Data Marketing 课程号 99022904 学分 2.5 讲授学时 实验学时 上机学时 讨论学时 学时 总学时：40 32 8 0 开课学院 爱恩学院 开课学期 6 课程负责人 施国强 适用专业 市场营销 先修课程：市场营销学原理、消费者行为学 先修课程及要求 要求：学生在修读本课程前，应当己经理解市场营销学的知识体系，掌挥市场营销学和清 费者行为学的基本原理与方法，具备分析及运用市场营销案例的能力。 二、课程简介 (一)课程概祝 本课程立足大数据的本质特点和中国商业情境，以创新的大数据营销体系为逻辑框架，以全域 营销为主线，讲解如何通过大数据赋能企业营销活动，培养学生利用大数据全面深刻地洞察并接触 用户，深化与用户的关系、创造商业价值和社会价值的能力。课程聚焦前沿理论，以及其与企业最 新实践的融合，将大数据分析方法融入营销链路的各个环节：识别触达、互动沟通、转化留存、效 果反馈，通过每章节贯穿的各类案例，让学生深入了解大数据营销最新实践。本课程有机融入了思 政教有，针对大数据时代出现的数据滥用、侵犯隐私等问愿，培养学生如何合理合法合规地使用技 术和数据实现商业价值和社会价值，塑造正确的数据观和价值取向。 The onthe characteristics of Big Data and the business situation of China in New Era,with innovative Big Data Marketing system as logic framework,using Uni-marketing as the principal thread,to explain how to use big data to energize marketing activities.This course is for training students to use Big Data related knowledge and skills to understand and contact customers completely,deepen the relationship with them,imparting the ability of create business value and social value.This course focuses on cutting-edge theories and their integration with the latest marketing practice. and integrates big data analysis methods into all aspects of marketing:identification and contact ransformation a and effect fee hack Thr ghout eac e an in-depth understanding of the latest p big da violation of privacy in the era of big data,this course is designed to train students how to use techno and data reasonably,legally and in compliance to realize commercial and social value,and shaping their correct data view and value orientation. 1 ·1· 《大数据营销》教学大纲 一、课程基本信息 课程名称 中文名称：大数据营销 英文名称：Big Data Marketing 课程号 99022904 学分 2.5 学时 总学时：40 讲授学时 实验学时 上机学时 讨论学时 32 0 8 0 开课学院 爱恩学院 开课学期 6 课程负责人 施国强 适用专业 市场营销 先修课程及要求 先修课程：市场营销学原理、消费者行为学 要求：学生在修读本课程前，应当已经理解市场营销学的知识体系，掌握市场营销学和消 费者行为学的基本原理与方法，具备分析及运用市场营销案例的能力。 二、课程简介 (一) 课程概况 本课程立足大数据的本质特点和中国商业情境，以创新的大数据营销体系为逻辑框架，以全域 营销为主线，讲解如何通过大数据赋能企业营销活动，培养学生利用大数据全面深刻地洞察并接触 用户，深化与用户的关系、创造商业价值和社会价值的能力。课程聚焦前沿理论，以及其与企业最 新实践的融合，将大数据分析方法融入营销链路的各个环节：识别触达、互动沟通、转化留存、效 果反馈，通过每章节贯穿的各类案例，让学生深入了解大数据营销最新实践。本课程有机融入了思 政教育，针对大数据时代出现的数据滥用、侵犯隐私等问题，培养学生如何合理合法合规地使用技 术和数据实现商业价值和社会价值，塑造正确的数据观和价值取向。 The essence of this course is based on the characteristics of Big Data and the business situation of China in New Era, with innovative Big Data Marketing system as logic framework, using Uni-marketing as the principal thread, to explain how to use big data to energize marketing activities. This course is for training students to use Big Data related knowledge and skills to understand and contact customers completely, deepen the relationship with them, imparting the ability of create business value and social value. This course focuses on cutting-edge theories and their integration with the latest marketing practice, and integrates big data analysis methods into all aspects of marketing: identification and contact, interactive communication, transformation and retention, and effect feedback. Through various cases throughout each chapter, students can have an in-depth understanding of the latest practice of big data marketing. Organically integrated into ideological education, aiming at the problems of data-abusing and violation of privacy in the era of big data, this course is designed to train students how to use technology and data reasonably, legally and in compliance to realize commercial and social value, and shaping their correct data view and value orientation