Study Guide

Objective

After completing the course, the student will understand the importance of using analytics in data-driven marketing.
The student will be able to analyse company operations and customer relationships based on information from various sources.
The student will be able to plan marketing activities based on analytics data.

Content

- Utilisation of analytics in marketing
- Utilisation of e-business tools in analytics
- Different sources of marketing information
- The ethical persperctives in data collection and utilization

Location and time

According to the schedule both online and 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 Analytics Individual Qualification 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) or similar knowledge

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student 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)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her 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)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models. The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student 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 %

Prerequisites

Marketing, Developing Marketing Communications and Marketing Research or equivalent competences