LEARNING OUTCOMES
Examine the organizational structures, roles, and processes necessary for effective data-driven marketing. Develop expertise in reaching and targeting audiences effectively through data-driven planning. Acquire skills in measuring marketing performance, reporting results, and deriving actionable insights. Understand how to allocate marketing budgets for maximum return on investment, incorporating data into financial planning and strategy. Investigate the key players, developments, and strategic movements within the marketing industry from a data-driven perspective. Explore how data influences creative processes in marketing and enhances impact planning. Understand key current issues in digital ethics and their impact on consumers, society, and businesses.
Credits: 6
Schedule: 25.02.2025 - 03.04.2025
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: Finnish, English
CONTENT, ASSESSMENT AND WORKLOAD
Content
valid for whole curriculum period:
This course offers a comprehensive exploration of how contemporary data strategy, technology, and analytics transform marketing practices and decision-making processes. Students will gain hands-on experience through cases with leading companies, providing an opportunity to apply concepts to real business challenges.
Assessment Methods and Criteria
valid for whole curriculum period:
Independent exercises (individual and group)
Workload
valid for whole curriculum period:
6 credits, 160 hours:
1. Lectures
2. Case exercises
3. Independent Work
DETAILS
Study Material
valid for whole curriculum period:
Journal articles and other material assigned by lecturer
Substitutes for Courses
valid for whole curriculum period:
Prerequisites
valid for whole curriculum period:
SDG: Sustainable Development Goals
8 Decent Work and Economic Growth
10 Reduced Inequality
12 Responsible Production and Consumption
16 Peace and Justice Strong Institutions
FURTHER INFORMATION
Further Information
valid for whole curriculum period:
Teaching Language: English
Teaching Period: 2024-2025 Spring IV
2025-2026 Spring IVRegistration:
The number of students admitted to the course is restricted to 50.
Registered students will be prioritized in the following order (1) Aalto MSc students studying in the Marketing program, (2) BIZ exchange students, (3) other Aalto BIZ M.Sc. students, (4) Aalto BIZ B.Sc. students with 150 credits, (5) other BIZ students, (6) other Aalto students