Data-Driven Marketing - MAR002AS2AE - Opinto-opas

Data-Driven Marketing, 5 cr - MAR002AS2AE

Upcoming implementations

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

Kevin Gore

Seats

30 - 100

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Data-Driven Marketing MAR002AS2AE-3008 13.01.2025-14.03.2025 5 op (IBE5PAMAR, ...) +-
Learning material and recommended literature

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

Campus

Pasila Campus

Teaching language

English

Timing

13.01.2025 - 14.03.2025
Groups
- IBE5PAMAR
- VIRTUAL
- INSTRUCTED
- EXCH
Teachers

Kevin Gore

Seats

30 - 100

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

Current implementations

Data-Driven Marketing MAR002AS2AE-3002 25.03.2024-17.05.2024 5 op (TR3HECOM, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

25.03.2024 - 17.05.2024

Enrollment

02.01.2024 - 22.03.2024
Groups
- TR3HECOM
- TRB3HEMARSAL
- TR3HEMAR2
- CAMPUS24K
- VIRTUAL
- INSTRUCTED
- TR3HEMAR1
- EXCH
Teachers

Kevin Gore, Veera Nguyen

Seats

30 - 100

Degree Programme

TRALI Tradenomi liiketalous

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5

Past implementations

Data-Driven Marketing MAR002AS2AE-3001 23.10.2023-15.12.2023 5 op (TR3HECOM, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.10.2023 - 15.12.2023

Enrollment

12.06.2023 - 20.10.2023
Groups
- TR3HECOM
- TRB3HEMARSAL
- TR3HEMAR2
- VIRTUAL
- INSTRUCTED
- TR3HEMAR1
- CAMPUS23S
Teachers

Kevin Gore, Ville Lahtinen

Seats

30 - 100

Degree Programme

TRALI Tradenomi liiketalous

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
Data-Driven Marketing MAR002AS2AE-3003 23.10.2023-15.12.2023 5 op (DBE3PCDBI, ...) +-
Teaching methods and instruction

This is a contact implementation. Sessions at Porvoo Campus every Tue and Thu.

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. Visiting lecturers from companies.

Campus

Porvoo 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

23.10.2023 - 15.12.2023

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 grades 3-5 (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) Group work: - Designing a data-driven digital campaign (max 20 points) - Data-driven marketing analysis of a case study (max. 20 points)

Enrollment

12.06.2023 - 20.10.2023

Content scheduling

For everybody (if only individual, grades 1-2)
Multiple-choice review, open 27.11-10.12.
Reflection on own learning (and peer feedback), DL 12.12.

Group assignments (grades 3-5)
Team agreement, DL 27.10.
Digital marketing campaign, DL 28.11.
Case-organization interview, DL 8.12.
Groups
- DBE3PCDBI
- CONTACT
- 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

15 - 50

Further information

Grading scale

85 - 100 points = 5
71 - 84 points = 4
61 - 70 points = 3
51 - 60 points = 2
40 - 50 points = 1

Degree Programme

DIGIBBA Digital Business Innovations

R&D proportion

0.00 cr

Virtual proportion

0.00 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.

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.