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EBA 3640 Marketing Analytics

EBA 3640 Marketing Analytics

Course code: 
EBA 3640
Department: 
Marketing
Credits: 
7.5
Course coordinator: 
Stefan Worm
Course name in Norwegian: 
Marketing Analytics
Product category: 
Bachelor
Portfolio: 
Bachelor of Data Science for Business - Programme Courses
Semester: 
2022 Spring
Active status: 
Active
Level of study: 
Bachelor
Teaching language: 
English
Course type: 
One semester
Introduction

This course aims to teach basic skills in marketing decision-making based on a systematic analytical approach to harnessing data that help managers to increase the effectiveness of marketing decisions. The course is tailored towards students who are not trained as computer engineers but rather as business professionals who have to acquire know-how in using data to improve marketing decision-making in their everyday tasks (e.g. deciding which customer segments should be targeted, how to evaluate the potential costs versus return-on-investing in different marketing activities e.g. from online or offline campaigns, or testing how to develop a new product and improve the existing one).

We use an “Explain-Show-Do-Practice” approach to learning that encompasses explanations in the lectures followed up by a combination of class discussion, case study analysis and practical hands-on exercises with practice datasets in using statistics software. We do not go deeply into the statistics and mathematics behind the methods used in the academic models behind the tools, but rather provide you with an understanding of what the model could be used for, intuitively how it works and which data do you need to have as an input and how to evaluate the output that you would get from the software. We use an add-on module in Excel to make this course highly relevant and applicable to manager’s actual decision-making.

Learning outcomes - Knowledge

After completed course students shall:

  • Understand how different analytical approaches can inform specific marketing decisions.
  • Know which type of data are needed for each method and understand how to structure such data.
  • Understand the key intuition behind different analytical methods.
  • Understand how to find, interpret, reconcile, and assess key numbers from statistical output.
Learning outcomes - Skills

After completed course students shall be able to:

  • Select the appropriate analytical approach to answer specific managerial questions
  • Structure and clean data required.
  • Run data analysis using statistical software
  • Validate, assess, interpret, and present the results.
  • Articulate an analysis' limitations and strengths
  • Formulate strategy recommendations
Course content
  • Customer Value Assessment and Valuing Customers
  • Segmentation and Targeting
  • Positioning
  • Forecasting
  • New Product and Service Design
  • Market Response and Marketing Mix Models
  • Online Marketing Data and Analytics
  • Experimentation and A/B-testing
Teaching and learning activities
  • Participants will learn how to carry out marketing analytics using real-life data and a statistical analysis package (e.g., Marketing Engineering).
  • Participants/study groups are required to submit their solutions to written assignments in written.
  • Participants will perform asynchronous learning activities throughout the semester.
Software tools
Software defined under the section "Teaching and learning activities".
Qualifications

Higher Education Entrance Qualification

Covid-19

Due to the Covid-19 pandemic, there may be deviations in teaching and learning activities as well as exams, compared with what is described in this course description.

Teaching

Information about what is taught on campus and other digital forms will be presented with the lecture plan before the start of the course each semester.

Required prerequisite knowledge
  • Introductory statistics
  • Introduction to Marketing
Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Activity
Form of assessment:
Class participation
Exam code:
EBA 36401
Grading scale:
Point scale leading to ECTS letter grade
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No11 Week(s)Individual Class participation: Participants' participation in in-class discussion will be assessed.
Exam category:
Submission
Form of assessment:
Structured test
Exam code:
EBA 36401
Grading scale:
Point scale leading to ECTS letter grade
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No1 Semester(s)Individual Asynchronous learning: Participants will complete graded asynchronous learning activities, administered electronically, throughout the semester.
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
EBA 36401
Grading scale:
Point scale leading to ECTS letter grade
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
30No1 Semester(s)Group (3 - 6)Group work. Participants will complete group work, e.g., on case studies or on a class project, throughout the semester. There may be multiple, separately graded submissions.
Exam category:
Submission
Form of assessment:
Structured test
Exam code:
EBA 36401
Grading scale:
Point scale leading to ECTS letter grade
Grading rules:
Internal examiner with external supervisor
Resit:
All components must, as a main rule, be retaken during next scheduled course
30Yes75 Minute(s)
  • No support materials
Individual Final exam: At the end of the course, there will be a final exam comprimising a mixture of open- and close-ended questions.
Exams:
Exam category:Activity
Form of assessment:Class participation
Weight:20
Invigilation:No
Grouping (size):Individual
Support materials:
Duration:11 Week(s)
Comment:Class participation: Participants' participation in in-class discussion will be assessed.
Exam code:EBA 36401
Grading scale:Point scale leading to ECTS letter grade
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Structured test
Weight:20
Invigilation:No
Grouping (size):Individual
Support materials:
Duration:1 Semester(s)
Comment:Asynchronous learning: Participants will complete graded asynchronous learning activities, administered electronically, throughout the semester.
Exam code:EBA 36401
Grading scale:Point scale leading to ECTS letter grade
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:30
Invigilation:No
Grouping (size):Group (3-6)
Support materials:
Duration:1 Semester(s)
Comment:Group work. Participants will complete group work, e.g., on case studies or on a class project, throughout the semester. There may be multiple, separately graded submissions.
Exam code:EBA 36401
Grading scale:Point scale leading to ECTS letter grade
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Structured test
Weight:30
Invigilation:Yes
Grouping (size):Individual
Support materials:
  • No support materials
Duration:75 Minute(s)
Comment:Final exam: At the end of the course, there will be a final exam comprimising a mixture of open- and close-ended questions.
Exam code:EBA 36401
Grading scale:Point scale leading to ECTS letter grade
Resit:All components must, as a main rule, be retaken during next scheduled course
Type of Assessment: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100
Student workload
ActivityDurationComment
Teaching
36 Hour(s)
Feedback activities and counselling
6 Hour(s)
Review of assignments in plenary
Student's own work with learning resources
108 Hour(s)
Submission(s)
30 Hour(s)
Examination
20 Hour(s)
Sum workload: 
200

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.