Present the main data sources in the field of marketing, from the most traditional to the most emerging, supported by Big Data and Internet of Things. Make known the ways of processing data so that they become information bases and can be used as a source for decision-making, allowing to leverage knowledge about customers.
Collection, treatment and organization of databases applied to marketing.
Students should be able to identify sources of information relevant to solving the marketing problem to be addressed through Data Science. They should also know how to apply the appropriate processes for data collection and design the information model taking into account issues of data quality, history and level of detail in the use of data, including Big Data. They should know solutions such as CRM (Customer Relationship Marketing) as an application based on databases.