AM304119 - Digital Marketing Analytics


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


  • 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


  • 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

Further on evaluation

There will be no resit examination.

Previously passed mandatory assignment are valid for later.

Course materials

Will be announced at the start of the semester.

More on the course



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


Term no.: 1
Teaching semester:  SPRING 2024

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 arrangement: Portfolio in groups

Term Status code Evaluation Weighting Examination aids Date Time Examination system Room *
Spring ORD Portfolio in groups 100/100





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.

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

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