DGKA1008 Digital Platforms and Analytics (5 cr)

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Study level:
Intermediate studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2024-2025

Description

  • The course introduces data analytics tools in four categories (web and mobile applications; social media management; SEO: search engine optimization; CRM: customer relationship management) and artificial intelligence large language models (LLM) on digital platforms.
  • (Digital) commerce is central application field of analytics that focuses on analysing and reporting on customer engagement in digital environments, benchmarking competitors and the industry, and evaluating and improving the performance of digital channels with responsibility and sustainability concepts and practices.

Learning outcomes

After completing this course, students can...

  1. fraud detection: identify and apply concepts and tools related to digital analytics on online platforms in various digital contexts;
  2. marketing optimization: gain an understanding of the current state of digital platform analytics and understand how businesses can leverage digital and social media channels;
  3. personalization optimization: analyze customer engagement in digital environments, compare competitors and the industry, and evaluate and improve the performance of digital channels;
  4. inventory management: learn how to analyze marketing and customer data to make meaningful decisions with responsibility and sustainability.

Additional information

The course is part of the Study Module in Digital Retailing (https://kauppa.fi)

Description of prerequisites

Digital Commerce minor subject students are required to complete three (3) courses within the module before beginning this course. At time of enrolment, also ongoing courses will be accepted as prerequisites.

Compulsory prerequisites

Study materials

On Moodle

Literature

  • Felix Weber. Artificial Intelligence for Business Analytics: Algorithms, Platforms and Application Scenarios. Springer Vieweg Wiesbaden 2023. DOI: 10.1007/978-3-658-37599-7 9783658375997
  • Alex Gonçalves. Social media analytics strategy : using data to optimize business performance. Apress © 2017. DOI: 10.1007/978-1-4842-3102-9 1-4842-3102-3

Completion methods

Method 1

Evaluation criteria:
25%: web analytics certificate + 5%: social media management analytics certificate + 5%: SEO analytics certificate + 5%: CRM analytics certificate + 5%: Introduction to LLM + 5%: presence + 50%: group work
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Parts of the completion methods
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Online teaching (5 cr)

Type:
Participation in teaching
Grading scale:
0-5
Language:
English

Teaching