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
Independent study for the certificate
No lectures on campus during weeks 8 and 11

Materials

Final exam based on the lecture materials provided by the lecturer

Teaching methods

Interactive lectures
Visiting lectures
Pre-lecture assignments
Short individual and group assignments during lectures
Certificate exam (Google Analytics)
Final exam

Employer connections

Visiting lecturers

Exam schedules

Final exam at the end of the course Monday 28.4.2025
Retakes on Monday and Friday on the following week

Completion alternatives

Same as above but group assignments handed in individually

Student workload

Weekly lectures on campus
Pre-lecture reads and group work on lectures
Google Analytics certificate test
Final exam (multiple choice)

Content scheduling

No lectures on campus during weeks 8 and 11

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

Individual pre-lecture assignments and group assignments during lectures (65%)
Google Analytics certificate (15%)
Final exam (20%)

Qualifications

Marketing, Developing Marketing Communications and Marketing Research or equivalent competences