Credits: 6

Schedule: 15.04.2020 - 27.05.2020

Teacher in charge (valid 01.08.2018-31.07.2020): 

Alexei Gloukhovtsev

Contact information for the course (applies in this implementation): 

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.

Details on the course content (applies in this implementation): 

Due to the recent Covid-19 outbreak, the course will be taught online in spring 2020. This will likely entail a combination of online lectures, webinars, and self-study material. We will likely need to adapt as the course progresses, once we find out what works well and what doesn't.

Some changes to the current timetable will likely be made to accommodate the transition to online learning. These will be updated to the course webpage as soon as I can confirm them. Please note that in case of conflicting information across platforms such as WebOodi, MyCourses, etc., information posted on this page takes precedence.

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.

Details on calculating the workload (applies in this implementation): Even as a lecture-based course, student feedback from previous years suggests that the course material is fairly challenging. Students have found the course rewarding but noted that it does require a greater amount of work than many other marketing courses. Coupled with the additional challenges associated with migrating to a remote learning environment, please expect to be challenged and to invest a considerable amount of time into the course.

Final exam: the final exam will be adapted based on best-case practices from the upcoming exam week (period IV). Possible options include (but are not limited to) an online exam, take-home exam, or a combination of both.

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