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

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.