Marketing Analytics (5 ECTS)

Learning outcomes

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

Prerequisites

Marketing 5 cr and Marketing Communication 5 cr

Teaching methods

Lectures and workshops
Self-study for Google Analytics certification exam

Location and time

According to the schedule both online and on Myyrmäki campus

Learning materials and recommended literature

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

Alternative completion methods of implementation

Assignments can be completed individually, but completing assignments relating to three visitor lectures requires attendance during the visitor lectures.

Internship and working life connections

Visiting lecturers from companies.
Students need to complete Google Analytics Individual Qualification certificate during the course.

Exam dates and retake possibilities

No exam.
Google Analytics certificate exam can be taken at any time and it can be retaken unlimited times.

Further information for students

Prerequisites: Marketing Communications (5 ECTS) and Marketing Research (5 op) or similar knowledge

Assessment methods and criteria

Assignments 60 %
Completion of Google Analytics certificate 40 %

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.