Marketing Analytics (5 cr)

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

Lectures at the Myyrmäki campus
Some visiting lecturers online
Independent study for the certificate

Teaching methods

Interactive lectures
Visiting lectures
Short individual and group assignments
Article summary & peer feedback
Certificate exam (Google Analytics)

All assignments must be handed in for a grade

Employer connections

Three visiting lecturers

Exam schedules

No exam excluding the Google Analytics certificate’s final exam

Completion alternatives

Same as above but group assignments handed in individually

Further information

Teaching in Finnish, course materials in Finnish and English

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

3 visiting lecturers with mandatory attendance - reports max 3 x 10p
3 short group assignments during lectures - max 3 x 10p
2 short individual homework assignments - max 2 x 10p
1 article read & video summary 10p
3 short feedbacks on article videos 10p
Google Analytics certificate: pass/fail

Qualifications

Marketing, Developing Marketing Communications and Marketing Research or equivalent competences