DMA 680 - Data Visualization & Data Mining

The objective of this course is to help students identify, understand, create and communicate trends and patterns in quantitative data sets. Strategic decisions in many industries are driven by data however, the availability of multiple data sources and the complexity of the datasets make it difficult for managers to access the right datasets. Understanding, communicating information, and telling stories about a complex data set is important for company profitability in many industries. It is therefore important for students to understand how data are generated, how they are retrieved, what data to retrieve, and how to turn them into information and market intelligence for better decision making. To understand this process, students will work with data from companies across different industries. Students learn how to find patterns in quantitative data in order to tell stories embedded in the data in a logical, critical, and convincing way. They utilize the TOP-T (topic, orientation, point and transition) concept to present data efficiently to an audience.

Prerequisite(s): DMA 667 Digital Marketing Methods; Graduate Level standing
Co-requisite(s):
Credits: 3

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