Marketing Analytics and Data Visualization

It is recommended that students complete or take concurrently the Tilastotieteen johdantokurssi and Tilastollinen tietojenkäsittely. The exercises in this course build on the knowledge acquired in these prerequisite courses.

Intended learning outcomes

A. Knowledge and Understanding
Upon completing the course, the student

1. understands the significance of analytics in marketing management
2. is familiar with key marketing analytics concepts and can apply them appropriately,
3. recognizes common analytics tools and can select them appropriately for different purposes.

B. Academic Skills
Upon completing the course, the student:

• can analyze analytics data collected through various methods, report it according to academic principles, and draw conclusions from a marketing perspective,
• is able to critically evaluate the limitations of analytics data and the organizational challenges in utilizing analytics.

C. Generic Skills

• can communicate effectively by writing, discussing, and visualizing analytics data in a manner appropriate for the target audience.
• can use analytics and visualization tools (e.g., Webropol, Excel, SPSS, Google Analytics, PowerPoint, Canva).

Sustainable Development Goals
The course is particularly linked to:

• Goal 4 – Quality Education by fostering students' analytical, critical, and quantitative thinking,
• Goal 12 – Responsible Consumption and Production by providing analytics-based insights for responsible marketing decision-making and resource efficiency.

To be announced later.

The course is open to marketing major students. The course instruction language is Finnish.

Former MARK2004 Digitaalinen markkinoinnin analytiikka