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

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



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


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 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





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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