Digital Marketing Analytics

The students should be able to: - Collect and analyze digital data - Identify problems and opportunities - Evaluate alternative solutions - Make strategic decisions - Communicate results and recommendations to relevant target groups - Plan and conduct teamwork Knowledge: - Provide basic knowledge about central concepts within digital marketing analytics. - Able to explain the reason for and importance of marketing analytics. - Describe central concepts within the field. - Familiarity with digital marketing analytics tools Skills: - Use marketing analytics to understand customer behavior. - Describe problem areas related to marketing analytics. - Actively participate in discussions and decisions concerning marketing analytics in a given organization. General competence: - Relate marketing analytics to other fields covered within the bachelor study program - Relate marketing analytics to central business functions such as purchasing, production, distribution, sales and marketing. - Use insight from the course to use marketing analytics.

Lectures, videos, cases and exercises. Mandatory Assignment(s). Will be specified when the semester starts.