Data Analysis and AI

Course objectives

This course aims to provide students with a comprehensive understanding of how data analytics and artificial intelligence (AI) can be applied to drive marketing success. Students will gain practical skills in analysing and interpreting marketing data, utilizing machine learning and AI techniques to optimize campaigns, and making data-driven decisions to improve marketing strategy. The course also emphasizes ethical considerations, the creation of impactful data visualizations, and the ability to effectively communicate insights to both technical and non-technical stakeholders. Through hands-on experience and real-world applications, students will be prepared to leverage advanced analytics tools in the digital era.

Learning outcomes

By successfully concluding this course the students should be able to:

• Apply Web Analytics: Use Google Analytics to measure website traffic, conversions, and user behaviour; design and evaluate KPIs.
• Evaluate Social Media Performance: Use SEMrush, Social Blade, and A/B testing to optimize digital campaigns.
• Demonstrate Data Collection Skills: Employ web scraping tools to gather marketing data and critically assess quality and ethics.
• Apply NLP Methods: Conduct sentiment analysis and topic modelling to analyse consumer-generated content.
• Integrate Analytics: Design integrated, data-driven marketing strategies that optimize customer engagement and conversions.
• Address Ethical Issues: Recognize and evaluate issues of privacy, bias, and regulation (GDPR, CCPA).
• Communicate Effectively: Present reports and deliver professional presentations tailored to technical and managerial audiences.

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CUT is young, public university, established in 2004, first outside the capital city, attracted high-caliber researchers and students.