Technological advancements over recent years have led to voluminous quantities of data being collected in virtually all areas of business, and particularly in marketing (e.g., sales data, customer records, membership records). Sorting the data into information has always been a challenging task for analysts. Data-mining tools, involving automatic or semi-automatic exploratory analyses, have become popular in helping to transform data into information. This course introduces basic concepts of data mining, discusses major data mining techniques, looks at data integration, presents applications and discusses some commercial data mining tools. Specific applications are considered using innovative case-study material, including the use of data-mining and geographic information systems for market segmentation, customer relationship management, and retail network planning and demand modelling. By participating on this course students are expected to gain new insight into their own databases.