Data-Driven Marketing (5 cr)

Evaluation scale

H-5

Objective

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. - is able to take into account ethics, sustainability and responsibility in the handling of data.

Methods of completion

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.

Methods of completion

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.

Content

- 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

Materials

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

Qualifications

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.