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Text Mining for Marketing · LearnSpace
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Text Mining for Marketing

Курс от O.P. Jindal Global University
Начальный≈ 21.3 чАнглийский
О курсеНавыкиПрограммаПреподаватели

О курсе

Turn customer conversations into marketing insights with Text Mining for Marketing. If you work in marketing and want to make more data-driven decisions, this course will help you understand how to extract meaningful insights from customer reviews, social media posts, feedback, news, and other unstructured text data. You’ll learn how text mining, sentiment analysis, topic modelling, natural language processing (NLP), named entity recognition, text classification, topic clustering, and predictive analysis can reveal customer preferences, emerging trends, competitor insights, and brand sentiment. Explore how these techniques can support customer segmentation, customer acquisition and retention, personalised marketing, brand reputation management, competitive analysis, and campaign optimisation. The course also examines the practical challenges of text mining, including data quality, accuracy, context, privacy, ethics, cost, and technical expertise. You’ll discover how machine learning and AI are shaping the future of text analytics and how text mining can integrate with CRM systems, marketing automation, analytics platforms, and social media monitoring tools. Whether you’re a marketing professional, aspiring marketer, business learner, or analytics-focused professional, this course will help you turn large volumes of customer-generated text into actionable insights and make more informed marketing decisions.

Навыки, которые вы освоите

Text MiningData EthicsMarketingMarTechMachine LearningApplied Machine LearningData-Driven MarketingData ProcessingData CaptureCustomer InsightsResponsible AIPredictive AnalyticsMarketing AnalyticsBrand ManagementCustomer AnalysisUnstructured DataData MiningNatural Language ProcessingData PreprocessingCustomer experience improvement

Программа курса

12 модулей · 110 учебных материалов

01Introduction to Text Mining for Marketing17 материалов

Course Introduction

Course IntroductionВидеоMeet Your InstructorВидеоCourse OverviewЧтение

Introduction to Text Mining for Marketing

Introduction to Text Mining for MarketingВидео

Учитесь у экспертов

Prof. Lalit Pankaj

Преподаватель курса

Text Mining for Marketing
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Обучение откроется на Coursera
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Обучение на Coursera

≈ 21.3 ч

12 модулей

Язык: Английский

Субтитры: Вьетнамский

Часть программы вашего университета
Essential Reading: Who Should Read This Book? and Where We Find Text? Чтение
Introduction to Text Mining for MarketingЗадание

Definition of Text Mining and Marketing 

Definition of Text Mining and MarketingВидеоEssential Reading: Sense and Sensibility in Thinking About Text ЧтениеDefinition of Text Mining and MarketingЗадание

Reasons for Using Text Mining in Marketing

Reasons for Using Text Mining in MarketingВидеоEssential Reading: A Few Places We Will Not Be Going ЧтениеReasons for Using Text Mining in MarketingЗадание

Dealing with Text

Dealing with TextВидеоEssential Reading: Customer Value ЧтениеDealing with TextЗадание

Hands-on Practice

From Raw Text to Marketing Insight: When and Why Text Mining MattersDIALOGUETurning Customer Voices into Strategy: A Text Mining Decision Role PlayDIALOGUE
02Application of Text Mining in Marketing13 материалов

Customer Feedback Analysis

Customer Feedback AnalysisВидеоEssential Reading: Text Mining of Online Hotel Reviews ЧтениеCustomer Feedback AnalysisЗаданиеCustomer Feedback AnalysisОбсуждение

Brand Monitoring and Reputation Management

Brand Monitoring and Reputation ManagementВидеоEssential Reading: Sentiment Analysis for Reputation Management ЧтениеBrand Monitoring and Reputation ManagementЗадание

Competitive Analysis

Competitive AnalysisВидеоEssential Reading: Life Cycle Marketing Strategies ЧтениеCompetitive AnalysisЗадание

Predictive Analysis and Customer Segmentation

Predictive Analysis and Customer SegmentationВидеоEssential Reading: An Easy Primer to Predictive Analytics for Marketers ЧтениеPredictive Analysis and Customer SegmentationЗадание
03Weekly Summative Assessment: Introduction and Application of Text Mining in Marketing1 материалов

Week 1 Graded Quiz: Introduction and Application of Text Mining in Marketing

Graded Quiz: Introduction and Application of Text Mining in MarketingЗадание
04Text Mining Techniques for Marketing - I 12 материалов

Text Mining Techniques for Marketing

Text Mining Techniques for MarketingВидеоEssential Reading: Social Listening and Text Analysis ЧтениеText Mining Techniques for MarketingЗадание

Text Preprocessing Techniques

Text Preprocessing TechniquesВидеоEssential Reading: Processing and Understanding Text ЧтениеText Preprocessing TechniquesЗадание

Sentiment Analysis

Sentiment AnalysisВидеоEssential Reading: In the Mood for Sentiment (and Counting)ЧтениеSentiment AnalysisЗадание

Topic Modeling

Topic Modeling ВидеоEssential Reading: Topic Modeling ЧтениеTopic ModelingЗадание
05Text Mining Techniques for Marketing - II13 материалов

Named Entity Recognition

Named Entity RecognitionВидеоEssential Reading: Named Entity Recognition ЧтениеNamed Entity RecognitionЗаданиеNamed Entity RecognitionОбсуждение

Text Classification

Text ClassificationВидеоEssential Reading: Classifications That Grow on TreesЧтениеText ClassificationЗадание

Topic Clustering

Topic ClusteringВидеоEssential Reading: Putting Text TogetherЧтениеTopic ClusteringЗадание

Bayes Nets or Bayesian Networks

Bayes Nets or Bayesian NetworksВидеоEssential Reading: All in the family with Bayes NetsЧтениеBayes Nets or Bayesian NetworksЗадание
06Weekly Summative Assessment: Text Mining Techniques for Marketing1 материалов

Week 2 Graded Quiz: Text Mining Techniques for Marketing

Graded Quiz: Text Mining Techniques for MarketingЗадание
07Challenges - I 12 материалов

Challenges and Limitations of Text Mining in Marketing

Challenges and Limitations of Text Mining in MarketingВидеоEssential Reading: Text Mining: Challenges and Future Directions ЧтениеChallenges and Limitations of Text Mining in MarketingЗадание

Accuracy of Text Mining Techniques

Accuracy of Text Mining TechniquesВидеоEssential Reading: Text Mining: Techniques, Applications, and IssuesЧтениеAccuracy of Text Mining TechniquesЗадание

Data Quality and Reliability

Data Quality and ReliabilityВидеоEssential Reading: Choosing the Right Customer or SegmentЧтениеData Quality and ReliabilityЗадание

Data Privacy

Data PrivacyВидеоEssential Reading: Privacy and the Difference Between Delightful and Invasive ЧтениеData PrivacyЗадание
08Challenges - II 13 материалов

Lack of Context

Lack of Context ВидеоEssential Reading: Semantic Issues ЧтениеLack of ContextЗаданиеLack of ContextОбсуждение

Complex Data Analysis and Interpretation

Complex Data Analysis and InterpretationВидеоEssential Reading: Text Analytics Needs to Follow Good Analytic Principles ЧтениеComplex Data Analysis and InterpretationЗадание

Cost

CostВидеоEssential Reading: Analyzing Text Has More Costs Than You May Expect ЧтениеCostЗадание

Technical Skills and Expertise

Technical Skills and ExpertiseВидеоEssential Reading: Career Advice for Aspiring Predictive Marketers ЧтениеTechnical Skills and ExpertiseЗадание
09Weekly Summative Assessment: Challenges of Text Mining Techniques1 материалов

Week 3 Graded Quiz: Challenges of Text Mining Techniques

Graded Quiz: Challenges of Text Mining TechniquesЗадание
10Future Directions 12 материалов

Future Directions of Text Mining in Marketing 

Future Directions of Text Mining in Marketing ВидеоEssential Reading: Where We May Be Going ЧтениеFuture Directions of Text Mining in Marketing Задание

Advancements in Machine Learning and Artificial Intelligence

Advancements in Machine Learning and Artificial IntelligenceВидеоEssential Reading: What Role Does Text Analytics Play?ЧтениеAdvancements in Machine Learning and Artificial IntelligenceЗадание

Integration with Other Marketing Technologies 

Integration with Other Marketing Technologies ВидеоEssential Reading: Best Practices for Text Analytics ЧтениеIntegration with Other Marketing Technologies Задание

New Sources of Data and Analysis

New Sources of Data and AnalysisВидеоEssential Reading: New Areas That May Use Text Analytics in the FutureЧтениеNew Sources of Data and AnalysisЗадание
11Implications13 материалов

Implications for Marketing Practice and Research

Implications for Marketing Practice and ResearchВидеоEssential Reading: Text Mining for Market PredictionЧтениеImplications for Marketing Practice and ResearchЗадание

Ethical Concerns

Ethical ConcernsВидеоEssential Reading: Ethical Issues in Text Mining for Mental HealthЧтениеEthical ConcernsЗаданиеEthical ConcernsОбсуждение

Summary

SummaryВидеоEssential Reading: SummaryЧтениеSummaryЗадание

Conclusion

ConclusionВидеоEssential Reading: The Future of Text and Web AnalyticsЧтениеConclusionЗадание
12Weekly Summative Assessment: Future Directions and Implications2 материалов

Week 4 Graded Quiz: Future Directions and Implications

Graded Quiz: Future Directions and ImplicationsЗадание

Course wrap up video

Course Wrap-upВидео