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Course Outline

School:                                Business

Department:                       Marketing & Entrepreneurship

Course Title:                       Big Data and Predictive Analytics

Course Code:                      MKTG 746

Course Hours/Credits:      56

Prerequisites:                    MKTG 744, MKTG 748

Acknowledgement of Traditional Lands

Centennial is proud to be a part of a rich history of education in this province and in this city. We acknowledge that we are on the treaty lands and territory of the Mississaugas of the Credit First Nation and pay tribute to their legacy and the legacy of all First Peoples of Canada, as we strengthen ties with the communities we serve and build the future through learning and through our graduates. Today the traditional meeting place of Toronto is still home to many Indigenous People from across Turtle Island and we are grateful to have the opportunity to work in the communities that have grown in the treaty lands of the Mississaugas. We acknowledge that we are all treaty people and accept our responsibility to honor all our relations.

Course Description

This course is designed to provide practical ‘hands on’ experience that will supplement the theoretical and case study materials presented in both the Advanced Marketing Research (MKTG 743) and Database Mining and Analytics (MKTG 745). The features of SAS Enterprise Miner will be explored, building on skills that that were introduced in Computer Applications for Marketing Analytics (MKTG 744).  Big Data and Predictive Analytics will introduce the student to:

a)full theoretical and hands-on preparation for the SAS Predictive Modeler certification using the SAS Enterprise Miner

b)industry recognized advanced analytical techniques used to support marketing decision making including: sampling methods, data mining, predictive modeling for customer behaviour and customer segmentation

c)data quality and information management techniques used to prepare and assess data for more advanced exploratory analysis

d)practical case examples in applying advanced statistical techniques towards; model development, validation, and business impact assessment

Program Outcomes

Successful completion of this and other courses in the program culminates in the achievement of the

Vocational Learning Outcomes (program outcomes) set by the Ministry of Colleges and Universities in the

Program Standard. The VLOs express the learning a student must reliably demonstrate before

graduation. To ensure a meaningful learning experience and to better understand how this course and

program prepare graduates for success, students are encouraged to review the Program Standard by

visiting http://www.tcu.gov.on.ca/pepg/audiences/colleges/progstan/. For apprenticeship-based programs, visit http://www.collegeoftrades.ca/training-standards.

Course Learning Outcomes

The student will reliably demonstrate the ability to:

1.   Demonstrate the ability to prepare, explore and validate sample data for analysis.

2.   Apply common univariate hypothesis testing methods as well as multi-variate ANOVA evaluations, using SAS

3.   Demonstrate the steps required in building classification and predictive models for marketing applications

4.   Demonstrate the ability to evaluate and assess models for both statistical integrity and financial business impact

Essential Employability Skills (EES)

The student will reliably demonstrate the ability to*:

1.    Communicate clearly, concisely and correctly in the written, spoken, and visual form that fulfills the purpose and meets the needs of the audience.

2.    Respond to written, spoken, or visual messages in a manner that ensures effective communication.

3.    Execute mathematical operations accurately.

4.    Apply a systematic approach to solve problems.

5.    Use a variety of thinking skills to anticipate and solve problems.

6.    Locate, select, organize, and document information using appropriate technology and information systems.

7.    Analyze, evaluate, and apply relevant information from a variety of sources.

11.  Take responsibility for one's own actions, decisions, and consequences.

*There are 11 Essential Employability Skills outcomes as per the Ministry Program Standard. Of these 11 outcomes, the following will be assessed in this course.

Global Citizenship and Equity (GC&E) Outcomes

N/A

Text and other Instructional/Learning Materials

Online Resource(s):

SAS online training : http://support.sas.com/training/tutorial/

Material(s) required for completing this course:

On eCentennial:

1. SAS, Applied Analytics, using SAS Enterprise Miner course notes (provided)

2. SAS, Predictive Modeler, using SAS Enterprise Miner course notes (provided)

Custom Courseware:

SAS Enterprise Miner Software and MS Excel (Provided on Lab Workstations and via virtual machines)

Evaluation Scheme

➮ Lab Project #1 – Cluster Analysis & Association Analysis: Apply a non-supervised method of data mining towards identifying homogeneous groups of customers and an application in product positioning and placement.

Test 1: Business analytics concepts, cluster analysis and association analysis.

➮ Lab Project #2 - Decision Trees & Regression: Apply data mining an predictive modeling techniques to predict outcomes and explain relationships.

➮ Lab Project #3 - Neural Networks and Model Assessments: Produce Training neural networks and demonstrate flexibility. Compare different model outputs.

Test 2: Data Mining and Predictive Modeling

Group Project: Model development and assaying prepared data

Individual Assignment: In class exercises and randomly announced quizzes

Evaluation Name

CLO(s)

EES

Outcome(s)

GCE

Outcome(s)

Weight/100

Lab Project #1 – Cluster Analysis & Association Analysis

1, 3, 4

1, 2, 4, 5, 7

10

Test 1

1, 3

1, 2, 3, 4,

5, 7

15

Lab Project #2 - Decision Trees & Regression

1, 3, 4

1, 2, 3, 4,

10

Lab Project #3 - Neural Networks and Model Assessments

1, 2, 3, 4

1, 3, 4, 7

10

Test 2

1, 2, 3, 4

1, 2, 3, 4,

5, 7

20

Group Project

1, 2, 3, 4

1, 2, 3, 4,

5, 6, 7, 11

30

In-classes exercies

1, 3

3, 4, 5, 6

5

Total

100%

If students are unable to write a test they should immediately contact their professor or program Chair for advice. In exceptional and well documented circumstances (e.g. unforeseen family problems, serious illness, or death of a close family member), students may be able to write a make-up test.

All submitted work may be reviewed for authenticity and originality utilizing Turnitin®. Students who do not wish to have their work submitted to Turnitin® must, by the end of the second week of class, communicate this in writing to the instructor and make mutually agreeable alternate arrangements.

When writing tests, students must be able to produce official Centennial College photo identification or they may be refused the right to take the test or test results will be void.

Tests or assignments conducted remotely may require the use of online proctoring technology where the student’s identification is verified and their activity is monitored and/or recorded, both audibly and visually through remote access to the student's computer and web camera. Students must communicate in writing to the instructor as soon as possible and prior to the test or assignment due date if they require an alternate assessment format to explore mutually agreeable alternatives.

Student Accommodation

The Centre for Accessible Learning and Counselling Services (CALCS) (http://centennialcollege.ca/calcs) provides  programs  and  services  which  empower  students  in  meeting  their  wellness  goals, accommodation and disability-related needs. Our team of professional psychotherapists, social workers, educators, and staff offer brief, solution-focused psychotherapy, accommodation planning, health and wellness education, group counselling, psycho-educational workshops, adaptive technology, and peer support. Walk in for your first intake session at one of our service locations (Ashtonbee Room L1-04, Morningside Room 190, Progress Room C1-03, The Story Arts Centre Room 285, Downsview Room 105) or contact us at [email protected], 416-289-5000 ext. 3850 to learn more about accessing CALCS services.

Use of Dictionaries

•   Any dictionary (hard copy or electronic) may be used in regular class work.

•    Dictionary use is not permitted in test or examination settings.

Program or School Policies

N/A

Course Policies

N/A

College Policies

Students should familiarize themselves with all College Policies that cover academic matters and student conduct.

All students and employees have the right to study and work in an environment that is free from discrimination and harassment and promotes respect and equity. Centennial policies ensure all incidents of harassment, discrimination, bullying and violence will be addressed and responded to accordingly.

Academic Honesty

Academic honesty is integral to the learning process and a necessary ingredient of academic integrity.

Forms of academic dishonesty include cheating, plagiarism, and impersonation, among others. Breaches of academic honesty may result in a failing grade on the assignment or course, suspension, or expulsion  from the college. Students are bound to the College’s AC100-11 Academic Honesty and Plagiarism policy.

To learn more, please visit the Libraries information page about Academic Integrity

https://libraryguides.centennialcollege.ca/academicintegrity and review Centennial College's Academic Honesty Module:

https://myappform.centennialcollege.ca/ecentennial/articulate/Centennial_College_Academic_Integrity_M odule_%202/story.html

Use of Lecture/Course Materials

Materials used in Centennial College courses are subject to Intellectual Property and Copyright protection, and as such cannot be used and posted for public dissemination without prior permission from the original creator or copyright holder (e.g., student/professor/the College/or third-party source). This includes class/lecture recordings, course materials, and third-party copyright-protected materials (such as images, book chapters and articles). Copyright protections are automatic once an original work is created, and applies whether or not a copyright statement appears on the material. Students and employees are bound by College policies, including AC100-22 Intellectual Property, and SL100-02 Student Code of

Conduct, and any student or employee found to be using or posting course materials or recordings for    public dissemination without permission and/or inappropriately is in breach of these policies and may be sanctioned.

For more information on these and other policies, please visit www.centennialcollege.ca/about-centennial/college-overview/college-policies.

Students enrolled in a joint or collaborative program are subject to the partner institution's academic policies.

PLAR Process

This course is eligible for Prior Learning Assessment and Recognition (PLAR). PLAR is a process by which course credit may be granted for past learning acquired through work or other life experiences. The PLAR process involves completing an assessment (portfolio, test, assignment, etc.) that reliably demonstrates achievement of the course learning outcomes. Contact the academic school to obtain information on the PLAR process and the required assessment.