course-details-portlet

AM304119 - Digital Marketing Analytics

About

Examination arrangement

Examination arrangement: Portfolio in groups
Grade: Letter grades

Evaluation Weighting Duration Grade deviation Examination aids
Portfolio in groups 100/100

Course content

  • Designing a marketing analytics program
  • Data mining and predicting consumer behavior
  • Targeting and optimizing marketing communications - Social media analytics and other digital platforms
  • Mobile marketing data
  • Search data
  • Web and email Analytics
  • Marketing Automation
  • Experiments with A/B testing

Learning outcome

Knowledge:

  • Provide basic knowledge about central concepts within digital marketing analytics.
  • Able to explain the reason for and importance of marketing analytics.
  • Describe central concepts within the field.
  • Familiarity with digital marketing analytics tools

Skills:

  • Use marketing analytics to understand customer behavior.
  • Describe problem areas related to marketing analytics.
  • Actively participate in discussions and decisions concerning marketing analytics in a given organization.

General competence:

  • Relate marketing analytics to other fields covered within the bachelor study program
  • Relate marketing analytics to central business functions such as purchasing, production, distribution, sales and marketing.
  • Use insight from the course to use marketing analytics.

Learning methods and activities

Lectures, videos, cases and exercises.

Mandatory Assignment(s). Will be specified when the semester starts.

Compulsory assignments

  • Mandatory Assignment

Specific conditions

Compulsory activities from previous semester may be approved by the department.

Course materials

Grigsby, M. (2018). Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques. Kogan Page Publishers. 2nd edition

Selected articles

More on the course

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Facts

Version: 1
Credits:  7.5 SP
Study level: Third-year courses, level III

Coursework

Term no.: 1
Teaching semester:  SPRING 2023

Language of instruction: English

Location: Ålesund

Subject area(s)
  • Economics and Administration
Contact information
Course coordinator:

Department with academic responsibility
Department of International Business

Examination

Examination arrangement: Portfolio in groups

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Autumn UTS Portfolio in groups 100/100 INSPERA
Room Building Number of candidates
Spring ORD Portfolio in groups 100/100 INSPERA
Room Building Number of candidates
  • * The location (room) for a written examination is published 3 days before examination date. If more than one room is listed, you will find your room at Studentweb.
Examination

For more information regarding registration for examination and examination procedures, see "Innsida - Exams"

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