Data-Driven Marketing (5 op)

Tavoitteet

After completing this course, the student: - can explain the central concepts, practices and systems in data-driven marketing. - can describe how visitor data drawn from digital channels (home pages, search engines and social media channels) can be analyzed and used for customer insights and decision making in marketing. - can plan personalized marketing based on collected data as well as set objectives and metrics. - will complete a certification in data-driven marketing. - is able to take into account ethics, sustainability and responsibility in the handling of data.

Sisältö

- The importance and use of data in the development of marketing, including marketing research - How the use of data drives marketing nowadays - Artificial Intelligence, automation and robotics as part of marketing - The fundamentals of data-driven marketing

Esitietovaatimukset

Starting level: Customer Insights and Marketing as well as Customer Experience and Sales should be completed beforehand. This course is part of the Marketing and Communication specialization learning path for the Bachelor's Degree in Business.

Työmuodot

This is a virtual implementation. Students go through the course material and complete the assignments at their own pace and no lectures are offered with mandatory attendance.

Oppimateriaali ja suositeltava kirjallisuus

Chaffey, Dave & Ellis-Chadwick, Fiona, 2022. Digital Marketing 8th Edition. Available as e-book in Haaga-Helia library. Driscoll Miller, J, Lim, J. & Meerman Scott, D. 2020. Data-First Marketing : How to Compete and Win in the Age of Analytics. John Wiley & Sons, Incorporated. Available as e-book in Haaga-Helia library. Haimowitz, I.J., Verhoef, P.C., Kooge, E., Walk, N. & Wiering, N. 2022. Data analytics for business : lessons for sales, marketing, and strategy. Routledge. Second edition. Järvinen, J. & Karjaluoto, H. (2015). The use of web analytics for digital marketing performance measurement. Industrial Marketing Management, Vol. 50, pp. 117-127.

Opintojaksototeutuksen valinnaiset suoritustavat

Work & Study or RPL If you feel that you have already attained the competence level required for this course, such as through previous work experience, you can get the credits through Recognition of Prior Learning (RPL). For more information on either Work & Study or RPL, contact the responsible teacher.

Harjoittelu- ja työelämäyhteistyö

Material and assignments from and for real case organizations.

Tenttien ajankohdat ja uusintamahdollisuudet

No exam, only assignments.

Kansainväliset yhteydet

All material, examples and assignments are created for international students and from a global perspective.

Opiskelijan ajankäyttö ja kuormitus

Aiming for grades 1-2 (individual work) - Review of the material and related multiple-choice review (max. 50 points, to be taken at the end of the course) - Self-reflection exercise (max. 10 points, to be completed at the end of the course) Aiming for grade 3 (to be done individually) - Review of the material and related multiple-choice review (max. 50 points, to be taken at the end of the course) - Self-reflection exercise (max. 10 points, to be completed at the end of the course) - Google Fundamentals of Digital Marketing certification (max. 10 points) Aiming for grades 4-5 (to be done individually and in groups) Individual work: - Review of online material and related multiple-choice review (max. 50 points, to be completed at the end of the course) - Self-reflection exercise (max 10 points, to be completed at the end of the course) - Google Fundamentals of Digital Marketing certification (max. 10 points) Group work: - Data-driven marketing analysis of a case study (max. 30 points)

Sisällön jaksotus

Will be defined later

Arviointiasteikko

H-5