Marketing IntelligenceLaajuus (5 ECTS)

Objective

On completion of the course the student will be able to analyze a company's operations and customers on the basis of information from various sources. The student knows how to make interpretations of the causal connections and search for facts to support arguments. The student will able to draw conclusions from interpretations and will be able to argue any measures to be taken.

Content

- various information sources of marketing and their exploitation
- analysis tools: e.g. SAS, SAP, Excel, MS Dynamics, Google Analytics and AdWords
- data exploitation and interpretation of the reference against the framework
- the conclusions, argumentation and criticism

Qualifications

Marketing Research

Assessment criteria, satisfactory (1)

Students have achieved the course objectives fairly. Students will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

Students have achieved the course objectives well, even though the knowledge and skills need improvement on some areas. Students are able to define the course concepts and models and are able to justify the analysis. The student is able to apply their knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

Students have achieved the objectives of the course with excellent marks. Students master commendably the course subject area’s concepts and models. Students are able to make justified and fluent analysis and to present concrete development measures. The students are well prepared to apply their knowledge in leisure, study and work situations. Students are able to analyze the business sector expertise and the evolvement of their own expertise.