MARK-C0065 - Managerial Marketing Analytics with AI, Lecture, 14.4.2025-2.6.2025

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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.

LEARNING OUTCOMES

You are confident in utilising numerical data to support
marketing decisions and have the basic skills for collecting
and analysing such data.
After completing the course you will be able to:
• Collect and analyse diverse types of market data,
• Produce simple analytical reports,
• Critically evaluate market reports produced by external
parties,
• Utilize simple data analysis and market reports effectively to
support marketing decisions.

Credits: 6

Schedule: 14.04.2025 - 02.06.2025

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Anastasia Nanni

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:

    To address the increasing demand from employers for marketing professionals who are at ease with analysing (big) market data, this course provides students with basic tools of statistical analysis to support marketing decision making. The course covers different sources and forms of market data and provides practical tools for making simple analyses from such data. Practical exercises using SPSS and Microsoft Excel provide students with a chance to practice making relevant calculations in the context of marketing decisions, and business cases solved in class provide experience in solving real life business problems using market data. The course consists of lectures, practical exercises, cases, and home assignments (both individual and group assignments).

Assessment Methods and Criteria

  • valid for whole curriculum period:

    • Written exam
    • Group presentation
    • Cases
    • Individual assignments

    In order to pass the course, the student must pass at least 50 % of the exam.

Workload

  • valid for whole curriculum period:

    The course consists of lectures, practical inclass assignments, and home assignments.

DETAILS

Study Material

  • valid for whole curriculum period:

    Materials distributed in class.

    Naresh K. Malhotra: Marketing Research - An Applied Orientation, 7th edition, Pearson.

Substitutes for Courses
Prerequisites
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: 2024-2025 Autumn II
    2024-2025 Spring V
    2025-2026 Autumn II
    2025-2026 Spring V

    Registration:

    The number of students admitted to the course is restricted to 80. Priority is given to (1) Aalto BSc Marketing students, (2) Aalto MSc students in Business Analytics, (3) Information and Service Management, (4) other BIZ students.

    The course replaces previous Marketing Analytics courses (23C60500 Marketing Analytics, MARK-C6055 Marketing Analytics: Introduction to the use of data in marketing decision making and MARK-C6050 Marketing Analytics: From Data to Decisions with R). Students, who have completed any of the Marketing Analytics courses earlier, are not allowed to complete this course.

     

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