Course content

The course aims at enabling the students to collect and analyze digital business relevant data, identify problems and opportunities, make strategic decisions, and communicate finding and recommendations to relevant stakeholders.

The course covers topics such as:

• Designing a marketing analytics program
• Data mining and predicting consumer behavior
• Targeting and optimizing marketing communications
• Mobile marketing data
• Search data
• Web and email Analytics
• Experiments with A/B testing

Learning outcome

The students should be able to:

• Collect and analyze digital data
• Identify problems and opportunities
• Evaluate alternative solutions
• Make strategic decisions
• Communicate results and recommendations to relevant target groups
• Plan and conduct teamwork

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

Recommended previous knowledge

- Introductory course in Marketing - Organisation and management. - Financial accounting and analysis. - Methods in social sciences. - Corporate strategy.

Course materials

Will be announced at the start of the semester.