Marketing Analytics (5 cr)
Code: LD00EH81-3005
General information
Enrollment
04.12.2023 - 07.01.2024
Timing
15.01.2024 - 24.05.2024
Number of ECTS credits allocated
5 op
Virtual portion
1 op
Mode of delivery
80 % Contact teaching, 20 % Distance learning
Unit
School of Business
Campus
Leiritie 1
Teaching languages
- Finnish
Seats
20 - 35
Degree programmes
- Economics and Business Administration
Teachers
- Maria Paassola
Teacher in charge
Anne Perkiö
Groups
-
LXD22S1_M1LXD22S1_M1
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
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)
Employer connections
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
Visiting lecturers (online) with mandatory attendance + reports
Group assignments during lectures
Individual homework assignments
Video summary on an article
Feedback on video summaries
Google Analytics certificate
Prerequisites
Marketing, Developing Marketing Communications and Marketing Research or equivalent competences