AM304119 - Digital Marketing Analytics


New from the academic year 2020/2021

Examination arrangement

Examination arrangement: Portfolio assessment
Grade: Letters

Evaluation form Weighting Duration Examination aids Grade deviation
Portfolio assessment 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.

- 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

Exam registration requires that class registration is approved in the same semester. 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



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


Term no.: 1
Teaching semester:  SPRING 2021

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 assessment

Term Status code Evaluation form Weighting Examination aids Date Time Digital exam Room *
Spring ORD Portfolio assessment 100/100

Release 2021-05-18

Submission 2021-05-20

Release 12:00

Submission 12:00

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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