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.


For informed planning and sound decision making, managers need to have great insights of their markets and customers. This course is based on the idea that to grasp great insights both qualitative and quantitative data and analyses are required. Students will learn how to select and apply market intelligence and customer insights, make sense of them, and apply those to marketing problems.

After the course, students will be able to:

- design data collection for marketing decisions

- plan data analysis methods to support marketing decision making

- identify contemporary concepts in market intelligence and customer insights

- understand the relationship between market intelligence and customer insights


Credits: 6

Schedule: 04.09.2023 - 12.10.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Antti Abel Vassinen

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:

    Different types of market and customer data, data analysis methods, applications of market intelligence and customer insights in marketing decisions

  • applies in this implementation

    This course provides an overview of the types of data and information used to support marketing research, strategy and decision-making. We consider empirical approaches to gather and analyse marketing data, and interpret and communicate information to others. In addition to preparing students for understanding marketing science and carrying out academic research, the course provides a practical grounding in applied consumer insights and market intelligence in the industry, including current digital data sources and ethical questions relating to data collection and use.

    Weekly lecture topics and guest lectures will be updated in the schedule as they are finalised: 

    • Role of insights & intelligence in marketing strategy
    • Research process and practical considerations
    • Qualitative and quantitative data collection and analysis
    • Digital and social media data
    • Communicating findings, insights and information
    • Data ethics and consumer privacy
    • Industry cases

Assessment Methods and Criteria
  • valid for whole curriculum period:

    Course assignments (100%).

  • applies in this implementation

    Assignment evaluation criteria given on first lecture.

  • valid for whole curriculum period:

    Lectures and course assignments. 

  • applies in this implementation

    Lectures 18 h, assignments 142 h.


Study Material
  • applies in this implementation

    Reading materials and assignments given on first lecture.

Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    Teaching Language : English

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

    Enrollment :

    The number of students admitted to the course is restricted to 60. Priority is given to (1) Aalto BSc Marketing students (2) Aalto BIZ exchange students, (3) open university students, (4) BIZ students.

  • applies in this implementation

    This is a live attendance module. All course lectures will be campus-only i.e. not webcast or recorded.