Data-Driven MarketingLaajuus (6 cr)

Objective

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.

Content

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.

Qualifications

Recommended prerequisites: Basic courses in marketing management, digital marketing, and marketing analytics.

Further information

Teaching Language: English Teaching Period: 2024-2025 Spring IV 2025-2026 Spring IV Registration: 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