DMCS3170 Digital Analytics and Marketing Performance Measurement (4 cr)
Study level:
Advanced studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2024-2025, 2025-2026, 2026-2027, 2027-2028
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Learn how to analyze digital data to measure performance and make data-driven decisions.
Description
This course focuses on the use of analytics for generating market intelligence, measuring marketing performance, and making data-driven decisions. Students will learn essential concepts, techniques, and tools for analyzing digital data, using multidimensional marketing metrics, and evaluating and optimizing marketing performance.
Learning outcomes
By the end of this course, students will be able to:
- Use an analytical approach to marketing decision-making.
- Apply analytics techniques to measure marketing performance and solve marketing problems in a scientific and process-driven manner.
- Effectively communicate data-driven insights to top management.
Additional information
This course is not taught 24-25
Description of prerequisites
The course builds on DMCS3160 Digital Marketing Strategy, and therefore it must be completed before registering for this course.
Compulsory prerequisites
- Prerequisite group 1
Study materials
- Coursebook and other literature assigned by the instructor
- Lecture content
- Other supplementary material provided by the instructor.
Literature
- Palmatier, R., Petersen, J. A., & Germann, F. (2022). Marketing Analytics. Bloomsbury, London.
Completion methods
Method 1
Description:
Mandatory attendance to lectures (min. 80% of lectures must be attended to pass the course). This course is not taught 24-25.
Evaluation criteria:
Exam and/or assignment(s).
Time of teaching:
Period 2
Select all marked parts
Parts of the completion methods
x
Participation in teaching (4 cr)
Type:
Participation in teaching
Grading scale:
0-5
Language:
English