大數據分析：商業應用與策略管理 (Big Data Analytics: Business Applications and Strategic Decisions) from Coursera

本課程是為非資料科學專業者設計的大數據領域入門課程，偏商管應用，非資訊技術教學。透過修習本課程，學員將能對資料科學商管領域的範疇與分類建立基本的觀念，並且瞭解其在商管領域的各種應用。在學的學生可藉此為職涯做準備，在職的社會人士則可拓展自己對資料科學的想像，進一步思考在自身工作場域應用資料科學的可能性。

本課程共計六週，第一週為學界與業界對談，透過直播企劃呈現大數據應用的議題，作為課程的開端，二到五週由臺灣大學教授進行授課，分別就金融、行銷、社群媒體、輿情分析、行銷智慧等議題，介紹大數據在領域的應用，課程以闡述應用為主，但不會花很多時間在演算法的技術細節。第六週則由玉山金控李正國數位金融長主講，帶入玉山金控積極應用大數據於銀行業的策略，產學合作課程確實結合學界與業界的專家，就資料科學的商管應用做不同面向的介紹。

課程設計中安排一位主持人的課前提問、單元介紹引言、延伸提問等等，引導學生學習與思考，各週授課教師與課程主題概述如下：

第一週：臺灣大學資訊管理學系魏志平教授、玉山金控李正國數位金融長 -- 課程簡介、與大數據的午餐約會直播活動

第二週：臺灣大學工商管理學系與資訊管理學系合聘楊立偉教授 -- 資料分析在金融及財務上的應用

第三週：臺灣大學工商管理學系與資訊管理學系合聘楊立偉教授 -- 資料分析在零售及行銷上的應用

第四週：臺灣大學資訊管理學系陳建錦教授 -- 社群媒體之輿情分析

第五週：臺灣大學資訊管理學系魏志平教授 -- 社群媒體分析與行銷智慧

第六週：玉山金控李正國數位金融長 -- 大數據的商業應用策略

What's inside

Syllabus

課程簡介

本單元首先由課程引言人引導此門課程學習的脈絡，接著由魏志平老師簡介此課程。課程簡介還有一個特別的部分，是以直播方式與大家互動的。與大數據的午餐約會直播是已在 2018/4/13 ，透過直播的方式，在NTUMOOC Facebook 粉絲團呈現（Facebook 搜尋：NTUTI - 臺大創新教學組（MOOCs/翻轉教育）），引入大數據生活應用的議題、談論產學之間的落差，作為此門課程的開頭。2018/4/13 沒有收看到直播的同學也別擔心，直播的影片已剪輯完畢，在此週呈現，學習者依然可以透過 Discussion Forums 向老師提問並與同學互動。

數據分析在金融及財務上的應用

本週老師首先會介紹金融服務的功能，並一一點出這些不同金融服務創新的趨勢，也帶領學生認識金融機構業者有哪些不同的資料庫種類，讓學生瞭解各項金融服務的功能是如何透過數據求新求變。第二個段落將以保險業為例，帶出決策樹與關聯分析的方法，說明資料分析如何讓我們更加了解客戶，例如發掘客戶類型與購買保單種類之間的關聯性等，進一步預測客戶的行為。最後一個段落，老師將帶領同學認識一些常見的股市分析方法，例如大家常常聽到的基本面、技術面分析等等。在股市裡，我們可能會想了解發行股票的公司，本單元會介紹我們可以為此取得哪些資料種類，以及這些資料庫有什麼特性。最後，老師將會使用許多案例，較為細膩地為大家講解資料分析在股市的三大應用，包括企業評等、股價預測與趨勢分析。

數據分析在行銷與零售上的應用

本週的課程架構與上週類似，老師一樣會先介紹業者掌握的資源，以及善用資料在行銷與零售上能產生的效益，接著講授分析方法。本週的重點是關聯分析，老師會從這種分析方法的概念、指標計算方式等基礎知識開始教起，並以實例讓同學理解關聯分析在業界如何被應用。在認識資料種類、瞭解應用目的與學習分析方法之前，老師也會在課程的開頭介紹STP市場區隔理論，讓同學對大數據的時代來臨之前就已發展出的經典行銷理論有些認識，再進一步去學習資料科學可以如何幫助我們更有效的實踐經典理論。

社群媒體之輿情分析

本週的課程教導大家如何將平常使用社群媒體所產生的各式資料，例如Facebook上的貼文、Instagram裡的追蹤與被追蹤關係等等，做適當的分析，幫助我們在行銷、客服等方面做出更貼近顧客需求的商業決策。

社群媒體分析與行銷智慧

本週所關注的資料來源一樣是社群媒體，與上週不同的是，我們將眼光從社群媒體上複雜的關係（按讚、追蹤等），轉向人們留下的評論（例如食記、開箱文等）以及企業在這些評論中所呈現的品牌印象。首先，老師將介紹情感分析與社群聆聽的概念，並講述情感分析的流程，讓我們學習從評論資料中萃取出重要的產品特徵，並辨別資料中所隱含之消費者對不同特徵的情感態度(正向或負向)。本週的第二個重點是學習以品牌經營者的角度去思考問題，老師會介紹傳統的市場結構分析方法與其限制。接下來，將分享如何利用產品評論來進行市場結構分析，從評論中的產品間比較關係來建構市場競爭的樣貌，並以清楚的步驟幫助同學了解分析流程。最後一個重點是品牌聯想。老師將分別介紹兩種品牌聯想萃取方法，包括傳統利用問卷、以及利用社群媒體資料的萃取方法。在了解如何利用社群媒體資料來進行品牌聯想分析之後，最後老師提出透過社群媒體資料進行行銷智慧分析可能面臨的相關挑戰，等待我們繼續突破。

大數據的商業應用策略

最後一週的課程，由玉山金控的李正國數位金融長主講，帶領我們用業界的視角，看資料科學的發展是如何刺激金融創新、驅動銀行轉型，當中也舉了許多玉山銀行的實際案例，帶領我們瞭解玉山銀行在現今面臨了哪些挑戰，而業界又如何因應大數據的時代做不同的人才佈局。

引言人課程總結與延伸學習交流

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

適合作為商務決策者使用資料科學的入門課程。

由臺灣大學教授與玉山金控高階主管講授，具備業界與學界的觀點。

涵蓋金融、行銷、社群媒體等領域，貼近商務應用。

Reviews summary

Big data business mastery

This beginner-friendly introduction to Big Data Analytics focuses on business applications and strategic management. Students describe it as insightful, practical, and useful. It features real-world case studies, industry expert guest speakers, and interactive content. However, some students express a desire for more technical details and advanced courses.

Guest lecture from industry leader

"最後一週的課程，由玉山金控的李正國數位金融長主講，帶領我們用業界的視角，看資料科學的發展是如何刺激金融創新、驅動銀行轉型，當中也舉了許多玉山銀行的實際案例，帶領我們瞭解玉山銀行在現今面臨了哪些挑戰，而業界又如何因應大數據的時代做不同的人才佈局。"

Interactive content and exercises

"課程練習中有一些是課堂中沒有提及的方法及工具，需要自己搜尋才能夠完成作答，但不會太難找到答案，這樣的設計更能啟發和提示我們自我學習的方向，並透過搜尋找到更多豐富的內容補充，我覺得練習的設計也十分用心"

Covers applications in finance, marketing, and social media

"資料分析在金融及財務上的應用"

"課程架構與上週類似，老師一樣會先介紹業者掌握的資源，以及善用資料在行銷與零售上能產生的效益，接著講授分析方法。"

Accessible for non-experts

"這是一門十分大眾的入門課程"

Useful and practical course

"非常實用的課程"

"非常實用的課程，講解很多商業上的場景應用，highly recommended !!"

"覺得這個課程能學習到很多平常系上較少學到的知識，也能更了解如何將大數據運用在實務上，非常值得修習的一門課程。"

Limited technical details

"我是一名理工科出生的人，感觉我们的课程可以做的更好，多谢！"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in 大數據分析：商業應用與策略管理 (Big Data Analytics: Business Applications and Strategic Decisions) with these activities:

尋找資料科學領域的導師

Show steps

導師可以提供指導、建議和支持，幫助學生在資料科學領域成長和發展。

Show steps

詢問老師或同學推薦資料科學領域的專業人士。
透過 LinkedIn 或其他專業人脈網站搜尋潛在的導師。
聯繫你感興趣的導師，說明你的背景和求導師的原因。

彙整課程相關資源

Show steps

彙整課程相關資源可以幫助學生快速找到和使用所需的材料，增強學習效率。

Show steps

蒐集課程講義、教材、影片和網站等學習資源。
將這些資源整理到一個資料夾或雲端空間中。
建立一個目錄或說明文件，說明每項資源的用途和相關性。

參與討論區並與同學交流

Show steps

參與討論區可以讓學生交流想法，提問並獲得同學和老師的協助，促進學習和理解。

Show steps

每週瀏覽討論區，閱讀同學的發文和回覆。
提出你的問題或想法，並回應其他同學的發文。
與同學組成小組，共同討論特定的主題或專題。

Show all three activities

Career center

Learners who complete 大數據分析：商業應用與策略管理 (Big Data Analytics: Business Applications and Strategic Decisions) will develop knowledge and skills that may be useful to these careers:

Machine Learning Engineer

A Machine Learning Engineer builds and deploys machine learning models. This course provides an overview of machine learning and its applications in business. It also covers machine learning techniques and tools that are essential for Machine Learning Engineers. Taking this course will help you build a foundation in machine learning and prepare you for a career as a Machine Learning Engineer.

See salaries and explore the career path for Machine Learning Engineer

Data Scientist

A Data Scientist uses data to build predictive models and make predictions about the future. This course provides an overview of data science and its applications in business. It also covers data science techniques and tools that are essential for Data Scientists. Taking this course will help you build a foundation in data science and prepare you for a career as a Data Scientist.

See salaries and explore the career path for Data Scientist

Data Analyst

A Data Analyst uses data to solve business problems. This course provides an overview of data analytics and its applications in business. It also covers data analysis techniques and tools that are essential for Data Analysts. Taking this course will help you build a foundation in data analytics and prepare you for a career as a Data Analyst.

See salaries and explore the career path for Data Analyst

Market Research Analyst

A Market Research Analyst conducts research to understand consumer behavior and market trends. This course provides an overview of market research and its applications in business. It also covers market research techniques and tools that are essential for Market Research Analysts. Taking this course will help you build a foundation in market research and prepare you for a career as a Market Research Analyst.

See salaries and explore the career path for Market Research Analyst

Financial Analyst

A Financial Analyst uses data to make financial decisions. This course provides an overview of financial analysis and its applications in business. It also covers financial analysis techniques and tools that are essential for Financial Analysts. Taking this course will help you build a foundation in financial analysis and prepare you for a career as a Financial Analyst.

See salaries and explore the career path for Financial Analyst

Risk Analyst

A Risk Analyst uses data to identify and assess risks. This course provides an overview of risk analysis and its applications in business. It also covers risk analysis techniques and tools that are essential for Risk Analysts. Taking this course will help you build a foundation in risk analysis and prepare you for a career as a Risk Analyst.

See salaries and explore the career path for Risk Analyst

Business Analyst

A Business Analyst uses data to help businesses make better decisions. This course provides an overview of business analytics and its applications in business. It also covers business analytics techniques and tools that are essential for Business Analysts. Taking this course will help you build a foundation in business analytics and prepare you for a career as a Business Analyst.

See salaries and explore the career path for Business Analyst

Data Engineer

A Data Engineer builds and maintains data pipelines. This course provides an overview of data engineering and its applications in business. It also covers data engineering techniques and tools that are essential for Data Engineers. Taking this course will help you build a foundation in data engineering and prepare you for a career as a Data Engineer.

See salaries and explore the career path for Data Engineer

Database Administrator

A Database Administrator manages and maintains databases. This course provides an overview of database administration and its applications in business. It also covers database administration techniques and tools that are essential for Database Administrators. Taking this course will help you build a foundation in database administration and prepare you for a career as a Database Administrator.

See salaries and explore the career path for Database Administrator

Business Development Manager

A Business Development Manager develops and executes business plans. This course provides an overview of business development and its applications in business. It also covers business development techniques and tools that are essential for Business Development Managers. Taking this course will help you build a foundation in business development and prepare you for a career as a Business Development Manager.

See salaries and explore the career path for Business Development Manager

Project Manager

A Project Manager plans, executes, and closes projects. This course provides an overview of project management and its applications in business. It also covers project management techniques and tools that are essential for Project Managers. Taking this course will help you build a foundation in project management and prepare you for a career as a Project Manager.

See salaries and explore the career path for Project Manager

Software Engineer

A Software Engineer designs, develops, and maintains software applications. This course provides an overview of software engineering and its applications in business. It also covers software engineering techniques and tools that are essential for Software Engineers. Taking this course will help you build a foundation in software engineering and prepare you for a career as a Software Engineer.

See salaries and explore the career path for Software Engineer

Product Manager

A Product Manager plans, develops, and launches products. This course provides an overview of product management and its applications in business. It also covers product management techniques and tools that are essential for Product Managers. Taking this course will help you build a foundation in product management and prepare you for a career as a Product Manager.

See salaries and explore the career path for Product Manager

Sales Manager

A Sales Manager plans, executes, and evaluates sales strategies. This course provides an overview of sales and its applications in business. It also covers sales techniques and tools that are essential for Sales Managers. Taking this course will help you build a foundation in sales and prepare you for a career as a Sales Manager.

See salaries and explore the career path for Sales Manager

Marketing Manager

A Marketing Manager plans, executes, and evaluates marketing campaigns. This course provides an overview of marketing and its applications in business. It also covers marketing techniques and tools that are essential for Marketing Managers. Taking this course will help you build a foundation in marketing and prepare you for a career as a Marketing Manager.

See salaries and explore the career path for Marketing Manager