Data-Driven Marketing and Sales Analytics (5cr)

Intro

The ability to leverage data for marketing and sales decision-making is essential for gaining a competitive advantage in today’s digital business environment. This course explores the principles of data-driven marketing and sales analytics, focusing on data collection, customer segmentation, predictive analytics, and performance measurement. Through theoretical insights and applied learning, students will develop the analytical skills needed to translate data into actionable marketing and sales strategies.

This course examines modern analytics tools and frameworks, emphasizing the role of data in optimizing customer engagement and improving business performance. Students will learn how to use key metrics, predictive models, and visualization techniques to evaluate campaign success and drive sales growth.

Learning objectives

The aim of this course is to develop students’ ability to apply data-driven approaches to marketing and sales, enabling them to make informed, evidence-based decisions that enhance business performance.

Upon completion of the course, students will:

• Understand the fundamentals of data-driven marketing and sales analytics.
• Apply analytics tools to assess and optimize marketing and sales strategies.
• Use predictive analytics techniques to forecast trends and customer behaviors.
• Create actionable insights through effective data visualization and storytelling.
• Evaluate key performance indicators (KPIs) to measure marketing and sales effectiveness.

Contents

Key Themes
• Data-driven decision-making in marketing and sales
• Customer segmentation and predictive analytics
• Performance measurement and marketing ROI
• Visualization and storytelling with data
• The impact of digitalization on marketing and sales analytics

Implementation methods, demonstration and Work&Study

Virtual

Learning materials

Learning materials are provided by the instructor and available in Moodle.

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

The student demonstrates satisfactory competence in relation to the course learning objectives. The student identifies some of the theories, perspectives and concepts presented in the course. The student weakly identifies their implications for practice.

Assessment criteria - grade 3

The student demonstrates good competence in relation to the course learning objectives. The student has good command of the theories, perspectives and concepts presented in the course. The student is able to analyze their implications for practice.

Assessment criteria - grade 5

The student demonstrates excellent competence in relation to the course learning objectives. The student profoundly masters theories, perspectives and concepts presented in the course. The student critically and thoroughly applies the concepts and theories learned in the course to analyze and create solutions for practical work situations.