Data-Driven Marketing - MAR002AS2AE - Opinto-opas

Data-Driven Marketing, 5 cr - MAR002AS2AE

Upcoming implementations

Data-Driven Marketing MAR002AS2AE-3009 18.08.2025-10.10.2025 5 op (IBEB5PAMAR, ...) +-
Teaching methods and instruction

This is a virtual implementation. Students go through the course material and complete the assignments at their own pace and no lectures are offered with mandatory attendance.

Learning material and recommended literature

Chaffey, Dave & Ellis-Chadwick, Fiona, 2022. Digital Marketing 8th Edition.
Available as e-book in Haaga-Helia library.

Driscoll Miller, J, Lim, J. & Meerman Scott, D. 2020. Data-First Marketing : How to Compete and Win in the Age of Analytics. John Wiley & Sons, Incorporated.
Available as e-book in Haaga-Helia library.

Haimowitz, I.J., Verhoef, P.C., Kooge, E., Walk, N. & Wiering, N. 2022. Data analytics for business : lessons for sales, marketing, and strategy. Routledge. Second edition.

Järvinen, J. & Karjaluoto, H. (2015). The use of web analytics for digital marketing performance measurement. Industrial Marketing Management, Vol. 50, pp. 117-127.

Working life connections

Material and assignments from and for real case organizations.

Exam dates and re-exam possibilities

No exam, only assignments. There are no re-takes for assignments.
If the student does not follow the course deadlines, there will be point reductions.

Teaching language

English

Internationality

All material, examples and assignments are created for international students and from a global perspective.

Timing

18.08.2025 - 10.10.2025

Learning assignments

Aiming for grades 1-2 (to be done individually) - Review of the material and related multiple-choice review - Self-reflection exercise Aiming for grades 3-4 (to be done individually) - Review of the material and related multiple-choice review - Self-reflection exercise - Digital Marketing certification Aiming for grade 5 (to be done individually and in groups) Individual work: - Review of online material and related multiple-choice review - Self-reflection exercise - Digital Marketing certification Group work: - Data-driven marketing analysis of a case study

Enrollment

14.05.2025 - 22.05.2025

Content scheduling

Will be defined later
Groups
- IBEB5PAMAR
- DBE3PCDBI
- IBE5PAMAR
- VIRTUAL
- INSTRUCTED
- EXCH
Alternative learning methods

Work & Study or RPL

If you feel that you have already attained the competence level required for this course, such as through previous work experience, you can get the credits through Recognition of Prior Learning (RPL). For more information on either Work & Study or RPL, contact the responsible teacher.

Teachers

Susanna Luoma

Seats

30 - 100

Further information

Grading scale

90 - 100 points = 5
71 - 89 points = 4
61 - 70 points = 3
51 - 60 points = 2
40 - 50 points = 1

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Data-Driven Marketing MAR002AS2AE-3010 12.01.2026-13.03.2026 5 op (IBE5PAMAR, ...) +-
Teaching methods and instruction

This is a virtual implementation. Students go through the course material and complete the assignments at their own pace and no lectures are offered with mandatory attendance.

Learning material and recommended literature

Chaffey, Dave & Ellis-Chadwick, Fiona, 2022. Digital Marketing 8th Edition.
Available as e-book in Haaga-Helia library.

Driscoll Miller, J, Lim, J. & Meerman Scott, D. 2020. Data-First Marketing : How to Compete and Win in the Age of Analytics. John Wiley & Sons, Incorporated.
Available as e-book in Haaga-Helia library.

Haimowitz, I.J., Verhoef, P.C., Kooge, E., Walk, N. & Wiering, N. 2022. Data analytics for business : lessons for sales, marketing, and strategy. Routledge. Second edition.

Järvinen, J. & Karjaluoto, H. (2015). The use of web analytics for digital marketing performance measurement. Industrial Marketing Management, Vol. 50, pp. 117-127.

Working life connections

Material and assignments from and for real case organizations.

Campus

Pasila Campus

Exam dates and re-exam possibilities

No exam, only assignments. There are no re-takes for assignments.
If the student does not follow the course deadlines, there will be point reductions.

Teaching language

English

Internationality

All material, examples and assignments are created for international students and from a global perspective.

Timing

12.01.2026 - 13.03.2026

Learning assignments

Aiming for grades 1-2 (to be done individually) - Review of the material and related multiple-choice review - Self-reflection exercise Aiming for grades 3-4 (to be done individually) - Review of the material and related multiple-choice review - Self-reflection exercise - Digital Marketing certification Aiming for grade 5 (to be done individually and in groups) Individual work: - Review of online material and related multiple-choice review - Self-reflection exercise - Digital Marketing certification Group work: - Data-driven marketing analysis of a case study

Content scheduling

Will be defined later
Groups
- IBE5PAMAR
- VIRTUAL
- INSTRUCTED
- EXCH
Alternative learning methods

Work & Study or RPL

If you feel that you have already attained the competence level required for this course, such as through previous work experience, you can get the credits through Recognition of Prior Learning (RPL). For more information on either Work & Study or RPL, contact the responsible teacher.

Teachers

Maria Vickholm

Seats

30 - 100

Further information

Grading scale

90 - 100 points = 5
71 - 89 points = 4
61 - 70 points = 3
51 - 60 points = 2
40 - 50 points = 1

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

Current implementations

No ongoing implementations yet.

Past implementations

Data-Driven Marketing MAR002AS2AE-3008 13.01.2025-14.03.2025 5 op (IBE5PAMAR, ...) +-
Teaching methods and instruction

This is a virtual implementation. Students go through the course material and complete the assignments at their own pace and no lectures are offered with mandatory attendance.

Learning material and recommended literature

Chaffey, Dave & Ellis-Chadwick, Fiona, 2022. Digital Marketing 8th Edition.
Available as e-book in Haaga-Helia library.

Driscoll Miller, J, Lim, J. & Meerman Scott, D. 2020. Data-First Marketing : How to Compete and Win in the Age of Analytics. John Wiley & Sons, Incorporated.
Available as e-book in Haaga-Helia library.

Haimowitz, I.J., Verhoef, P.C., Kooge, E., Walk, N. & Wiering, N. 2022. Data analytics for business : lessons for sales, marketing, and strategy. Routledge. Second edition.

Järvinen, J. & Karjaluoto, H. (2015). The use of web analytics for digital marketing performance measurement. Industrial Marketing Management, Vol. 50, pp. 117-127.

Working life connections

Material and assignments from and for real case organizations.

Campus

Pasila Campus

Exam dates and re-exam possibilities

No exam, only assignments.

Teaching language

English

Internationality

All material, examples and assignments are created for international students and from a global perspective.

Timing

13.01.2025 - 14.03.2025

Learning assignments

Aiming for grades 1-2 (individual work) - Review of the material and related multiple-choice review (max. 50 points, to be taken at the end of the course) - Self-reflection exercise (max. 10 points, to be completed at the end of the course) Aiming for grade 3 (to be done individually) - Review of the material and related multiple-choice review (max. 50 points, to be taken at the end of the course) - Self-reflection exercise (max. 10 points, to be completed at the end of the course) - Google Fundamentals of Digital Marketing certification (max. 10 points) Aiming for grades 4-5 (to be done individually and in groups) Individual work: - Review of online material and related multiple-choice review (max. 50 points, to be completed at the end of the course) - Self-reflection exercise (max 10 points, to be completed at the end of the course) - Google Fundamentals of Digital Marketing certification (max. 10 points) Group work: - Data-driven marketing analysis of a case study (max. 30 points)

Enrollment

02.01.2025 - 10.01.2025

Content scheduling

Will be defined later
Groups
- IBE5PAMAR
- CAMPUSONLINE
- VIRTUAL
- INSTRUCTED
- EXCH
Alternative learning methods

Work & Study or RPL

If you feel that you have already attained the competence level required for this course, such as through previous work experience, you can get the credits through Recognition of Prior Learning (RPL). For more information on either Work & Study or RPL, contact the responsible teacher.

Teachers

Maria Vickholm

Seats

30 - 100

Further information

Grading scale

90 - 100 points = 5
71 - 89 points = 4
61 - 70 points = 3
51 - 60 points = 2
40 - 50 points = 1

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Data-Driven Marketing MAR002AS2AE-3007 19.08.2024-11.10.2024 5 op (IBEB5PAMAR, ...) +-
Learning material and recommended literature

- Lecture materials
- Subject-related literature
- Other relevant material

Teaching language

English

Timing

19.08.2024 - 11.10.2024

Enrollment

03.06.2024 - 16.08.2024
Groups
- IBEB5PAMAR
- DBE3PCDBI
- IBE5PAMAR
- VIRTUAL
- INSTRUCTED
- EXCH
Teachers

Mia Roos

Seats

30 - 100

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

After completing this course, the student:
- can explain the central concepts, practices and systems in data-driven marketing.
- can describe how visitor data drawn from digital channels (home pages, search engines and social media channels) can be analyzed and used for customer insights and decision making in marketing.
- can plan personalized marketing based on collected data as well as set objectives and metrics.
- will complete a certification in data-driven marketing.
- is able to take into account ethics, sustainability and responsibility in the handling of data.

- The importance and use of data in the development of marketing, including marketing research
- How the use of data drives marketing nowadays
- Artificial Intelligence, automation and robotics as part of marketing
- The fundamentals of data-driven marketing

Contact, blended, online

Demonstration (RPL): If you already have command of the course contents, you can demonstrate your competence. Ask the course teacher for more information. For more information on Recognition of Prior Learning: https://www.haaga-helia.fi/en/recognition-learning
Some of the self-directed learning that is part of the course takes place in third-party services according to the student’s own choice. The student is responsible for registering as a user of these services.

- Lecture materials
- Subject-related literature
- Other relevant material

In this course, you will learn the fundamentals of modern and effective marketing through the study of the central concepts, practices and systems. You will gain an understanding of the possibilities of data-driven marketing in different channels and you will be able to plan targeted marketing that supports business objectives. You will learn how to make use of various metrics and their importance in agile marketing.

Starting level: Customer Insights and Marketing as well as Customer Experience and Sales should be completed beforehand. This course is part of the Marketing and Communication specialization learning path for the Bachelor's Degree in Business.

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 can define the basic concepts and tools used in data-driven marketing. With assistance, the student can find the necessary information and analyze data as the starting point in marketing.

The student can define the tools used in data-driven marketing as well as interpret the collected data. The student can find the necessary information and both analyze and make use of data as the starting point in marketing. The student understands the importance of measuring data and tracking for both customer insights and marketing.

The student can define data-driven marketing and its special features with mastery. The student is able to competently find essential information, and s/he can independently analyze and make use of data in marketing. S/he can select the appropriate metrics and make suggestions for improvement. The student can professionally communicate solutions.