Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


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.

Credits: 6

Schedule: 05.09.2022 - 21.10.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Kushagra Bhatnagar

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

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    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 for whole curriculum period:

    Independent assignments: 40 %

    Exam: 60 %

    Spring 2021:

    Independent assignments: 40 %

    Quizzes: 60 %


  • valid for whole curriculum period:

    Online course:
    6 credits, 160 hours:
    * Independent study (including video lectures)
    * Exam (3 h)

    Lecture-based course:
    6 credits, 160 hours:
    * Lectures
    * Exercises
    * Individual assignments
    * Exam preparation
    * Exam (3 h)


Substitutes for Courses
SDG: Sustainable Development Goals

    10 Reduced Inequality

    16 Peace and Justice Strong Institutions


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

    Teaching Period : 2022-2023 Autumn I
    2022-2023 Spring V
    2023-2024 Autumn I
    2023-2024 Spring V

    Enrollment :

    The number of students admitted to the course is restricted to 80.

    Priority is given to (1) Aalto BSc Marketing students, (2) Aalto MSc Marketing students, (3) Aalto Information and Service Management programme MSc students, (4) Aalto BIZ exchange students, (5) other BIZ students.