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

Understand the various origins and types of data utilized in marketing. Examine quantitative and qualitative research processes and methodologies to collect and interpret marketing data and derive insights. Understand how data-driven insights are utilized to inform and develop effective marketing strategies. Acknowledge and address the ethical issues related to data privacy, security, and usage in marketing.

Credits: 6

Schedule: 04.09.2024 - 10.10.2024

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):

Professor of Practice Antti Vassinen (antti.vassinen@aalto.fi)

Course assistant Isaac Jyväsjärvi (isaac.jyvasjarvi@aalto.fi)

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 introduces students to the use of data in marketing, including sources of marketing data, their analysis, and application in marketing decision-making.

  • 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 and tactics
    • 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:

    Participation and course assignments.

  • applies in this implementation

    Evaluation criteria are detailed on first lecture (lecture participation and assignments). There is no exam.

Workload
  • valid for whole curriculum period:

    Lectures and coursework. 

  • applies in this implementation

    Lectures 18 h, assignments 142 h.

DETAILS

Study Material
  • valid for whole curriculum period:

    Assigned readings

  • applies in this implementation

    Reading materials and assignments given on first week of lectures.

Substitutes for Courses
Prerequisites
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 Autumn I
    2025-2026 Autumn I

    Registration:

    The number of students admitted to the course is restricted to 60. Priority is given to (1) Aalto BSc Marketing students, (2) Aalto Business Analytics Msc students, (3) other 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.