Guest Lecture Series: Demystifying the role of data science for marketing: What do you actually do in the sexiest Job of the 21st century?

(spring semester, lecture)

Data Scientist

 

Abstract:

The growing interest in data-driven decision making is due to two developments: (1) the increasing difficulty to maintain a competitive advantage and (2) the wealth of information collected in corporate databases. Data science teams lead those shift towards a data-driven corporate culture.
The Harvard Business Review goes as far as declaring the data scientist as the sexiest of the 21st century: “Data scientists are the key to realizing the opportunities presented by big data. They bring structure to it, find compelling patterns in it, and advise executives on the implications for products, processes, and decisions. They find the story buried in the data and communicate it. And they don’t just deliver reports: They get at the questions at the heart of problems and devise creative approaches to them.” (Davenport/Patil 2012)
However, it is still mysterious to many what data scientists actually do and what tools they use to analyze data, how they present the findings and finally, how they use those findings to add value to the business.
We demystify data science by giving the stage to practitioners with profound experience in applying quantitative skills on a daily basis.
Guest speakers from well-known companies will discuss three key question:
Which business problems does the firm solve with the help of the data science team?
What’s the toolbox of the firm’s data science team?
How does the data science team collaborate with other departments to redesign a business process?

Instructors:
Prof. Dr. René Algesheimer
Dr. Margot Löwenberg
Dr. Markus Meierer

Contact:
market-research@business.uzh.ch

Type:
Lecture

Target audience:
MA students, assigned to “Wahlpflichtbereich BWL 4”

Frequency:
One time

AP(ECTS)-points:
3

Work load statement:

Part Workload Total Time
Course attendance and discussion 10 lectures à 90 min 15h
Preparation for Final Exam   75h
Total   90h

Content:

Guest speakers from well-known companies will discuss three key questions:
Which business problems does the firm solve with the help of the data science team?
What’s the toolbox of the firm’s data science team?
How does the data science team collaborate with other departments to redesign a business process?

Language:
English

Prerequisites:
-

Grading:
Exam: (written exam, 19.06.2018, tbc)

Dates:
This lecture takes place every Tuesday from 20.02.2018 until 29.05.2018, 16:15 – 17:45.

The schedule of this lecture and corresponding guest speakers are as follows:
Tuesday, 20.02.2018 Kick-Off Data Science
Tuesday, 27.02.2018 McKinsey & Company
Tuesday, 06.03.2018 Cembra MoneyBank
Tuesday, 13.03.2018 walderwyss Rechtsanwälte
Tuesday, 20.03.2018 UZH Digital Society Initiative
Tuesday, 27.03.2018 NZZ
Tuesday, 10.04.2018 Credit Suisse
Tuesday, 17.04.2018 King Digital Entertainment
Tuesday, 24.04.2018 Ebay
Tuesday, 08.05.2018 SBB
Tuesday, 15.05.2018 Swiss Re
Tuesday, 22.05.2018 Squirro
Tuesday, 29.05.2018 Advertima
Tuesday, 19.06.2018 – Exam

Please see https://studentservices.uzh.ch

Location:
KOL-F-117,
exception: 13.3.18: SOD-1-102 and 20.3.18: KO2-F-152
exam: 19.6.2018: KOL-H-312, KOL-H-317

Please see https://studentservices.uzh.ch

Further information:
www.market-research.uzh.ch

Registration:
Don’t forget to officially register yourself using the registration tools at the University of Zurich.

Note:

The courses "Digital Transformation" and "Demystifying the role of data science for marketing" are unique and for each course ECTS point can be received.
The information in the syllabus supports the official information in the electronic university calendar (VVZ – Vorlesungsverzeichnis). In case of doubt, the official information at the VVZ is valid.