MRT481 - Data Mining for Direct Marketing

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Last revision date Jul 13, 2020 12:30:00 AM
Last review date Jul 13, 2020 12:30:00 AM

Subject Title
Data Mining for Direct Marketing

Subject Description
This course introduces analytical techniques to gain insight from customer data for direct marketing decisions to increase the response rate and total profitability of direct marketing campaigns. The course covers a range of data mining techniques used to reduce customer churn, enhance cross-selling and up-selling opportunities, identify the best channel to reach customers, and conduct segmentation analysis. Students learn data mining, process modeling and methods to apply them within the field of direct marketing and gain hands-on experience by applying data mining techniques to problems using real-world 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.              Describe how data mining can support the objectives of direct marketing.

2.              Select from amongst various data mining techniques to apply to specific marketing scenarios.

3.              Perform data preparation procedures to construct the final dataset.

4.              Conduct data mining projects using common process models.

5.              Apply data mining techniques to improve the effectiveness of direct marketing campaigns.

6.              Interpret the data mining output to inform direct marketing decisions.

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.

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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.