BO00AU08 Digital Platforms and Analytics (5 cr)
Cooperation network course
Network: Digital retailing and e-commerce studies
Available for: Master's students, Bachelor's students and Bachelor's and Master's students
This course is offered through the Network for Digital Commerce. These studies are available for bachelor's and master's degree students studying in the University of Jyväskylä.
Description
Students develop the ability to learn, compare, select, and apply digital platforms, analytics tools, and AI-assisted analytical approaches to support evidence-based business decision-making across different organisational contexts.
The course introduces data analytics tools by categories, including business intelligence (BI) and AI dashboards, and establishes a systematic foundation in business analytics. It focuses on analysing and briefing customer engagement in digital environments, benchmarking competitors and industries, and evaluating and improving the performance of digital channels. Students learn to recognise, reuse, and reinterpret key performance indicators (KPIs) across different digital platforms to generate actionable business insights.
The generic skills developed in this course include communication and interaction skills, digital competence, responsibility, and ethical decision-making.
Learning outcomes
After completing the course, students will be able to:
1. Value Proposition – Identify and classify digital platforms, analytics tools, and AI-assisted analytical solutions according to their business purposes, value propositions, and analytical functions.
2. Value Capture – Compare and evaluate analytical approaches based on business requirements, available data, key performance indicators (KPIs), and their ability to create and capture business value.
3. Value Delivery – Select and apply appropriate analytics platforms, AI-assisted analytical approaches, and performance metrics to support evidence-based business decision-making and deliver business value.
4. Value Positioning – Interpret analytical results, communicate business insights, and justify strategic recommendations for different organisational contexts and stakeholders.
Additional information
- Target group: Digital Commerce minor subject students & Open University students
- The course content may be updated from time to time to reflect changes in industry trends; the instructor reserves the right to make such updates as necessary.