MRT285 - Applications for Market Intelligence

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Last revision date May 25, 2020 1:45:22 AM
Last review date Aug 3, 2020 12:15:12 AM

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:

  1. Assess the appropriateness of a given database.
  2. Evaluate the trade-offs in each step of the database development process from a cost, complexity, time, and usability perspective.
  3. Explain database administration and potential data security issues.
  4. Compare common and emerging vender solutions at the database and query tool level.
  5. 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: 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 to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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

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.