DATABASE MARKETING

The teaching belongs to the activities characterizing the Master's degree program in Marketing and Communication; the course aims at learning the main analytical and conceptual tools for Database Marketing and Data Mining, trying to explain the usefulness and potential of these methodologies in the selection, design and management of business systems. The student will understand the need to transform the available data into information and learn some techniques to extract information and knowledge from the data. During the course, space will also be dedicated to database design, both from a conceptual and a practical point of view.

Knowledge and understanding skills.
In keeping with the general objectives of the degree program, the course aims to provide students with the following skills:
- learn the analytical and conceptual tools necessary to examine and solve specific decision-making problems in marketing context;
- learn and understand some techniques useful for designing a database in a marketing environment;
- learn and understand some techniques useful for transforming data into information.

Ability to apply knowledge and understanding.
Through the individual study, the study of the material made available by the teacher, the interaction with external experts, the conduct of exercises, the student will acquire the following skills to apply the knowledge learned:
- know how to use software to collect and analyze data and transform it into information;
- know how to use information extracted from data to make decisions.

Judgment skills, communication skills, learning skills.
Regarding the independence of judgment, communication skills and learning skills, always through the discussion of business cases and interaction with external experts, the student will learn how to:
- know how to choose between the different techniques of data analysis proposed the most appropriate to address the problem considered;
- know how to use the results achieved to feed the data collection and analysis process.

Some (few) basic knowledge in Mathematics are appreciated. For a reference course in mathematics (at the bachelor level) see http://www.unive.it/data/course/257915/programma

The main topics addressed during the course are the following:
- Database and systems for the management of Relational Database.
- Business Intelligence and Database Marketing.
- Data Warehouse.
- Data Mining and mathematical methods in Data Mining.

The main reference texts are the following:

- "Business Intelligence: modelli matematici e sistemi per le decisioni", Carlo Vercellis, McGraw Hill, 2006.
- "Data Mining Techniques", Berry, Linoff, Wiley Computer Publishing, 1997.
- "Data Mining", Paolo Giudici, McGraw Hill, 2001

Other teaching material prepared by the theacher will be made available on the Moodle platform of the course.

The assessment is based on a written test and an optional group work.

Group work (optional): students will be proposed to design a database based on a concrete problem to be examined, possibly in a marketing context. The evaluation will focus in particular on the design of the database (tables, keys, relationships) and the potential of the database created to answer specific questions related to the problem faced (query).

Written exam: students will be offered three open theoretical questions on the contents of the lessons in the classroom.

The exam is assessed on a 30-point basis. 18 points is the minimum level to receive 6 credits for the course.

The course consists of 15 lessons in the classroom; the classroom activity is mainly theoretical: the attendance of the lessons and the active participation is highly recommended. During the lessons will be offered activities on Access to put into practice the concepts studied and to learn how to design and query a database in this environment. The course is accompanied by an online platform offered on Moodle where the teacher will upload material and exercises to be carried out in itinere.

Italian

Accessibility, Disability and Inclusion
Accommodation and support services for students with disabilities and students with specific learning impairments

Ca’ Foscari abides by Italian Law (Law 17/1999; Law 170/2010) regarding support
services and accommodation available to students with disabilities. This includes students with
mobility, visual, hearing and other disabilities (Law 17/1999), and specific learning impairments (Law 170/2010). If you have a disability or impairment that requires accommodations (i.e., alternate testing, readers, note takers or interpreters) please contact the Disability and Accessibility Offices in Student Services: disabilita@unive.it.

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