Data-Driven Marketing (5cr)

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.

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 and automation 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.