Markkinoinnin analytiikka (5 cr)
Code: LX00DM62-3001
General information
Enrollment
04.05.2020 - 09.08.2020
Timing
24.08.2020 - 11.12.2020
Number of ECTS credits allocated
5 op
Virtual portion
2 op
RDI portion
1 op
Mode of delivery
60 % Contact teaching, 40 % Distance learning
Unit
Liiketalous
Campus
Leiritie 1
Teaching languages
- Finnish
Seats
20 - 35
Degree programmes
- Liiketalouden tutkinto-ohjelma
Teachers
- Pirjo Elo
Teacher in charge
Anne Perkiö
Groups
-
LXD18S1Liiketalouden tutkinto-ohjelma päivä
-
LXD18S1_M1LXD18S1_M1
-
LXD18S1_M2LXD18S1_M2
Objective
On completion of the course the student will be able to understand the importance of using analytics in marketing and analyze a company's operations and customers based on data from various sources.
Content
• Marketing analytics
• Utilizing tools for running e-business
• Various sources of marketing data
Location and time
According to the schedule on Myyrmäki campus
Materials
Teacher's materials, literature/articles and Google's materials
Pyyhtiä, Tomi ym: Digin mitalla 2.0 : verkkomarkkinoinnin ja -myynnin mittaamisen käsikirja, 2017
Sponder, Marshall & Khan, Gohar F.: Digital analytics for marketing, 2018
Teaching methods
Lectures and workshops
Self-study for Google Analytics certification exam
Employer connections
Visiting lecturers from companies.
Students need to complete Google's general Google Analytics certificate during the course.
Exam schedules
No exam.
Google Analytics certificate exam can be taken at any time and it can be retaken unlimited times.
Completion alternatives
Assignments can be completed individually, but completing assignments relating to three visitor lectures requires attendance during the visitor lectures.
Further information
Prerequisites: Marketing Communications (5 ECTS) and Marketing Research (5 op) or similar knowledge
Evaluation scale
0-5
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.
Assessment criteria, approved/failed
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 methods and criteria
Assignments 60 %
Completion of Google Analytics certificate 40 %
Qualifications
Marketing 5 cr and Marketing Communication 5 cr