Data-Driven Marketing (5 cr)

Objectives (course unit)

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.

Content (course unit)

- 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

Prerequisites (course unit)

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.

Assessment scale

H-5

Learning materials

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