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: 22.10.2024 - 08.12.2024
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:
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
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: 2024-2025 Autumn II
2024-2025 Spring V
2025-2026 Autumn II
2025-2026 Spring VRegistration:
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.