MRT285 - Applications for Market Intelligence
| Semester | |
| School | |
| Last revision date | 2023-05-29 01:25:15.398 |
| Last review date | 2023-07-31 00:15:12.766 |
Subject Title
Applications for Market Intelligence
Subject Description
This course introduces data management from the perspective of the ?Vs? of Data Management, including: Volume, Velocity, Variability, Validity, Value, Variety, Venue, Veracity, Vocabulary and Vagueness. This framework is used to highlight the role of management oversight and the reliability of management insights as they relate to the capture, cleaning, curation, integration, storage, processing, indexing, search, sharing, transfer, mining, analysis and visualization of large volumes of fast-moving and highly complex data. It presents an overview of concepts, tools and techniques for processing structured, semi-structured, and unstructured data.
Credit Status
1 credit (3 units)
Required for BMRK – Honours Bachelor of Commerce - Marketing
Learning Outcomes
Upon successful completion of this subject the student will be able to:
- Assess the appropriateness of a given database.
- Evaluate the trade-offs in each step of the database development process from a cost, complexity, time, and usability perspective.
- Explain database administration and potential data security issues.
- Compare common and emerging vender solutions at the database and query tool level.
- Construct queries to extract structured, semi-structured, and unstructured data from a database and perform data analysis.
Essential Employability Skills
• Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.
• Respond to written, spoken, or visual messages in a manner that ensures effective communication.
• Apply a systematic approach to solve problems.
• Use a variety of thinking skills to anticipate and solve problems.
• Analyze, evaluate, and apply relevant information from a variety of sources.
• Show respect for diverse opinions, values, belief systems, and contributions of others.
• Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
• Manage the use of time and other resources to complete projects.
• Take responsibility for one's own actions, decisions, and consequences.
Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).
Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.
Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.
Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.
Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.
Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.
By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.
Prerequisite(s)
BAB235, BAB120
Topic Outline
- Types of data
- Characteristics of data
- Data capture, cleaning, storage
- Data processing
- Database development process
- Entity-Relationship Model
- Logical database design
- Physical database design
- Query language
- Database application development
- Database administration
- Non-relational databases
- Overview of Object-Oriented Data Modeling
- Overview of distributed databases
| Week | Topics |
Readings (Additional material may be assigned) |
Learning Outcomes |
| 1 | Introduction | Chapter 1 | 1, 2, 3 |
| 2 | Modeling | Chapter 2 | 1, 2 |
| 3 | Modeling | Chapter 3 | 1, 2 |
| 4 | Logical Design; Relational Model; Normalization | Chapter 4 | 1, 2 |
| 5 | SQL | Chapter 5 | 5 |
| 6 | SQL - Advanced queries | Chapter 6 | 5 |
| 7 | Midterm | ||
| Break | |||
| 8 | Advanced queries; interface to applications | 5 | |
| 9 | Overviews: Transactions; Concurrency; Security; Physical design; Indexes; | Chapters 7, 8 | 3 |
| 10 | Data Warehousing; ‘Big data’ | Chapters 9, 10 | 2, 4 |
| 11 | Non-relational databases (NoSQL) | Chapter 10 | 4, 5 |
| 12 | Analytics; Data and quality | Chapters 11, 12 | 3, 4 |
| 13 | Distributed databases; Object-Oriented | Chapters 13, 14 (online) | 1, 2 |
| Exam | Final Exam |
Mode of Instruction
A variety of instructional techniques may be used, including interactive lectures, collaborative group discussions, problem–based learning, simulations, self-assessment tools, case study analyses, group and individual assignments.
Contact Hours
3 hours per week for 14 weeks
Prescribed Texts
Hoffer, J.A., R. Venkataraman and H. Topi. Modern Database Management. 13th edition. NJ: Pearson, 2019.
Other materials may need to be acquired, or will be provided by the instructor.
Reference Material
N/A
Required Supplies
- Computer lab equipped with the software applications used in this course.
Student Progression and Promotion Policy
To obtain a credit in this subject, a student must:
- Average of 50% or better for the two tests.
- 50% or better on the overall course.
http://www.senecapolytechnic.ca/about/policies/student-progression-and-promotion-policy.html
Grading Policyhttp://www.senecapolytechnic.ca/about/policies/grading-policy.html
| A+ | 90% to 100% |
| A | 80% to 89% |
| B+ | 75% to 79% |
| B | 70% to 74% |
| C+ | 65% to 69% |
| C | 60% to 64% |
| D+ | 55% to 59% |
| D | 50% to 54% |
| F | 0% to 49% (Not a Pass) |
| OR | |
| EXC | Excellent |
| SAT | Satisfactory |
| UNSAT | Unsatisfactory |
For further information, see a copy of the Academic Policy, available online (http://www.senecapolytechnic.ca/about/policies/academics-and-student-services.html) or at Seneca's Registrar's Offices. (https://www.senecapolytechnic.ca/registrar.html)
Modes of Evaluation
| Assignments | 30% |
| Midterm Exam | 20% |
| Final Exam | 30% |
| Project | 20% |
| Total | 100% |
Professionalism: All students are expected to demonstrate professionalism as outlined in the document, “Marketing Programs: Guidelines and Policies on Professionalism” (provided). The final grade in the course may be impacted as described therein.
Additional Information
Learning Centre
Peer Tutoring, in a number of subject areas, including English, Math, Critical Thinking, Time Management and Study Skills is available, at no cost, through the Learning Centre. To obtain more information, visit the Learning Centre located in the Learning Commons. Learn more at http://www.senecapolytechnic.ca/students/tutoring.html
Tests and Exams; Assignments, Reports, Projects and other Term Work
All assignments and written reports must be submitted at the BEGINNING of the class in which they are due (or at the precise time noted by the professor, if otherwise specified). Any assignment or report that is submitted late will be given a grade of zero (0%). Similarly, all tests and exams must be written on the date scheduled. Missed tests or exams will result in a grade of zero (0%).
Lateness due to illness or family death is acceptable with submission of the proper documentation. Other extenuating circumstances may be considered by the Professor – it is your responsibility to contact your instructor prior to the assignment due date so an appropriate course of action can be agreed upon.
Language Standards
Students are required to display ability both in oral and in written communications commensurate with professional standards. All submitted material including tests, assignments, projects, case studies, etc. will be graded according to acceptable English standards both in form and in content.