LEARNING OUTCOMES
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
CONTENT, ASSESSMENT AND WORKLOAD
Content
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 %
Oppimateriaalit
Workload
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)
DETAILS
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
SDG: Sustainable Development Goals
10 Reduced Inequality
16 Peace and Justice Strong Institutions
FURTHER INFORMATION
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 VEnrollment :
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.