Text Mining for Marketing

Introduction to Text Mining for Marketing provides a foundational understanding of text mining and its application in marketing. This module covers the definition of text mining, reasons for using text mining in marketing, and dealing with text. Essential readings offer insights into customer value and its significance.

The Application of Text Mining in Marketing module delves into practical use cases of text mining in marketing. Topics covered include customer feedback analysis, brand monitoring, competitive analysis, and predictive analysis for customer segmentation. The module also includes essential readings on text mining in marketing strategies.

Weekly Summative Assessment: Introduction and Application of Text Mining in Marketing provides an opportunity to test understanding and knowledge gained from the previous modules.

Text Mining Techniques for Marketing - I covers various techniques essential for text mining in marketing. This module explores text preprocessing, sentiment analysis, and topic modeling. Essential readings provide further insights into social listening, text analysis, and sentiment analysis.

Text Mining Techniques for Marketing - II delves into advanced techniques including named entity recognition, text classification, topic clustering, and Bayes Nets. Essential readings offer in-depth knowledge on these techniques and their applications in marketing.

Weekly Summative Assessment: Text Mining Techniques for Marketing provides an assessment of the knowledge gained from the text mining techniques modules.

Challenges - I addresses the limitations and challenges of text mining in marketing, including accuracy of techniques, data quality and reliability, and data privacy. Essential readings offer insights into challenges and future directions of text mining in marketing.

Challenges - II further explores the challenges of text mining in marketing, covering limitations such as lack of context, complex data analysis, and technical skills and expertise. Essential readings provide a deeper understanding of these challenges and their impact on marketing practices.

Weekly Summative Assessment: Challenges of Text Mining Techniques offers an assessment focused on the challenges and limitations discussed in the previous modules.

Future Directions explores the potential advancements and integration of text mining in marketing. This module covers advancements in machine learning and artificial intelligence, integration with other marketing technologies, and new sources of data and analysis. Essential readings provide insights into future applications of text mining in marketing.

Implications for Marketing Practice and Research examines the implications and ethical concerns associated with text mining in marketing. The module explores the implications for marketing practice and research, ethical concerns, and offers a summary of the course content. Essential readings provide further insights into the implications and future of text mining for marketing.

Weekly Summative Assessment: Future Directions and Implications offers an assessment focusing on the implications and future applications of text mining in marketing.