Credits: 6

Schedule: 16.04.2019 - 29.05.2019

Teacher in charge (valid 01.08.2018-31.07.2020): 

Alexei Gloukhovtsev

Teaching Period (valid 01.08.2018-31.07.2020): 

V 2018–19 (spring)
V 2019–20 (spring)

Otaniemi campus

Learning Outcomes (valid 01.08.2018-31.07.2020): 

The student understands how data about customers and the firm’s marketing activities can be collected and leveraged to improve marketing productivity and organizational performance. The student understands the statistical and mathematical principles underlying modern marketing analytics tools. The student knows how to apply various techniques in the marketing analytics toolkit in order to harness actionable insights from data concerning the firm’s customers, products, marketing communications and pricing.

Content (valid 01.08.2018-31.07.2020): 

The course provides an overview of the applications of marketing analytics in organizations, and covers concepts and tools such as return on marketing investment, customer lifetime value, price and advertising elasticity, marketing experiments, and applications of machine learning to marketing.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Independent assignments: 40 %

Exam: 60 %

Spring 2020 exam will be replaced by online exam.

Spring 2020 re-take exam replaced by independent project.

Workload (valid 01.08.2018-31.07.2020): 

6 credits, 160 hours:
* Lectures (12 h)
* Exercises (12 h)
* Individual assignments (65 h)
* Exam preparation (68 h)
* Exam (3 h)

Spring 2020 exam will be replaced by online exam.

Spring 2020 re-take exam replaced by independent project.

Study Material (valid 01.08.2018-31.07.2020): 

Venkatesan, R., Farris, P., & Wilcox, R. T. (2014). Cutting-edge marketing analytics: real world cases and data sets for hands on learning. Pearson Education.

Obligatory, (Availability)

Course Homepage (valid 01.08.2018-31.07.2020):

Prerequisites (valid 01.08.2018-31.07.2020): 

23A00110 Markkinoinnin perusteet or equivalent (an introductory course in marketing) and 30A02000 Tilastotieteen perusteet (an introductory course in statistics)

Grading Scale (valid 01.08.2018-31.07.2020): 


Registration for Courses (valid 01.08.2018-31.07.2020): 

Registration via WedOodi. Check registration time in WebOodi.

NOTE: Mention your group of priority upon registration.

Further Information (valid 01.08.2018-31.07.2020): 

The number of students admitted to the course is restricted to 50. Priority is given to (1) Aalto BSc students studying in Specialization of Marketing, (2) Aalto MSc students studying in Marketing Programme, (3) Aalto BIZ MSc students studying a minor study package in Strategic Marketing, and (4) Aalto BIZ BSc/MSc students studying a minor study package in Marketing and (5) other students.

NOTE: Students are required to write own group of priority to further information field of course registration!


Registration and further information