Big Data and Computational Models for Marketing

Year
2

Academic year
2026-2027

Code
02050449

Subject Area
Culture and Literature

Language of Instruction
Portuguese

Mode of Delivery
Face-to-face

Duration
SEMESTRIAL

ECTS Credits
5.0

Type
Elective

Level
2nd Cycle Studies - Mestrado

Recommended Prerequisites

Teaching Methods

The classes will take place in the classroom. Expositive component, as well as analysis and discussion of texts and materials previously provided, some of which will be presented by the students.

Learning Outcomes

The course provides the analytical tools to read and interpret research reports and analyses using complex computational techniques, to interact with experts in big data analysis.

Work Placement(s)

Syllabus

The main topics of the teaching are:
- Data sources: classification, collection methods and analysis tools
-Machine Learning, Deep Learning and Big Data Analytics
- Descriptive analysis techniques
- Local analysis techniques
- Unsupervised analysis techniques
- Supervised analysis techniques
-Best practices in machine learning
-Best practices in deep learning for social media analysts
The course includes case study discussions and data science laboratories.

Assessment Methods

Assessment
The assessment criteria is defined by the University of Pavia: 100.0%