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Minor in Digital Marketing & Analytics
Basic information
Code:
BIZ5092
Extent:
24
ECTS
Curriculum:
2024–2026
2022–2024
2020–2022
Level:
Advanced studies
Language of learning:
English
Theme:
Global business dynamics
ICT and digitalisation
Target group:
All Aalto students
Teacher in charge:
Alexei Gloukhovtsev
Administrative contact:
Tatiana Penttinen
Organising department:
Department of Marketing
School:
School of Business
Prerequisites:
-
Quotas and restrictions:
-
Application process:
-
Content and structure of the minor
About the minor
Upon the completion of the Minor in Digital Marketing & Analytics, the student will be able to:
- Understand how current trends in digital technology can influence the choice of marketing strategy
- Make strategic decisions about how to leverage digital marketing channels to meet desired marketing outcomes
- Be able to apply analytical tools to evaluate the performance of marketing actions and generate actionable insights for marketing strategy
- Understand the implications of all of the above for consumer privacy
Content
| Code | Course name | ECTS | Period |
|---|---|---|---|
Choose 24 ECTS of the following courses |
|||
| MARK-E0047 | Digital Marketing Communications 1 | 6 | II |
| MARK-E1047 | Digital Marketing: Technological Innovation in Service | 6 | IV |
| MARK-E0080 | Data-Driven Marketing | 6 | IV |
| MARK-C0065 | Managerial Marketing Analytics with AI 2 | 6 | II, V |
| MARK-E0046 | Digitalization of Markets and Consumption | 6 | IV |
| 23C510 | Integrated Marketing Communications | 6 | III |
| MARK-C2079 | Driving Creativity and Innovation in Marketing 3 | 6 | II, IV |
| ISM-E1002 | Survey research D | 6 | I, III |
1 Replaces course 23E47000 Digital Marketing
2 Replaces the courses MARKC6050 Marketing Analytics: From Data to Decisions with R, MARK-C6055 Marketing Analytics: Introduction to the use of data in marketing decision making and 23C60500 Marketing Analytics.
3 The course replaces previous Driving Creativity and Innovation in Marketing courses (MARK-C0079 Driving Creativity and Innovation in Marketing: User-Centric Innovations, MARK-C1079 Driving Creativity and Innovation in Marketing: Consumer Insights and Creative Transformations and 23C79050 Innovations in an Age of Constant Change) and course 23E76050 Creativity in Marketing. Students who have completed any of the Driving Creativity and Innovation in Marketing courses or Creativity in Marketing course earlier are not allowed to complete this course.
Previous curricula
Basic information of the minor
Code: BIZ5092
Extent: 24 ECTS
Language of instruction: English
Level: Masters
Target group: BIZ students Students at schools of technology
Theme: Global business dynamics ICT and digitalisation
Teacher in charge: Alexei Gloukhovtsev
Administrative contact: Planning Officer Tatiana Penttinen
Organising department: Department of Marketing
Prerequisites: -
Quotas and restrictions: -
Application process: Degree students at Aalto School of Business and at schools of technology do not need to separately apply for a study right for the minor.
Content and structure of the minor
Upon the completion of the Minor in Digital Marketing & Analytics, the student will be able to:
- Understand how current trends in digital technology can influence the choice of marketing strategy
- Make strategic decisions about how to leverage digital marketing channels to meet desired marketing outcomes
- Be able to apply analytical tools to evaluate the performance of marketing actions and generate actionable insights for marketing strategy
- Understand the implications of all of the above for consumer privacy
Structure of studies 24 cr
Upon the completion of the Minor in Digital Marketing & Analytics, the student will be able to:
- Understand how current trends in digital technology can influence the choice of marketing strategy
- Make strategic decisions about how to leverage digital marketing channels to meet desired marketing outcomes
- Be able to apply analytical tools to evaluate the performance of marketing actions and generate actionable insights for marketing strategy
- Understand the implications of all of the above for consumer privacy
Structure of studies 24 cr
Choose 18-24 cr from the following courses:
1) Replaces course 23E47000 Digital Marketing
2) Replaces course 23C60500 Marketing Analytics
Choose 0-6 cr from the following courses:
3) Replaces course 23C79050 Innovations in an Age of Constant Change
4) Replaces course 23E76050 Creativity in Marketing
Basic information of the minor
Code: BIZ5092
Extent: 24 credits
Language: English
Responsible professors: Alexei Gloukhovtsev
Administrative contact: Planning Officer Tatiana Penttinen
Target group: BIZ MSc students and MSc students at schools of technology
Application procedure: Degree students at Aalto School of Business and at schools of technology do not need to separately apply for a study right for the minor.
Content and structure of the minor
Upon the completion of the Minor in Digital Marketing & Analytics, the student will be able to:
- Understand how current trends in digital technology can influence the choice of marketing strategy
- Make strategic decisions about how to leverage digital marketing channels to meet desired marketing outcomes
- Be able to apply analytical tools to evaluate the performance of marketing actions and generate actionable insights for marketing strategy
- Understand the implications of all of the above for consumer privacy
Structure of studies 24 cr
Choose 12-18 cr from the following courses:
| Code | Course name | ECTS credits | Period |
|---|---|---|---|
| 23E47000 | Digital Marketing | 6 cr |
I, I and IV in 2021-22 |
| 23C60500 | Marketing Analytics | 6 cr |
II and V I in 2021-22 |
| MARK-E0046 | Digitalization of Markets and Consumption | 6 cr | IV |
Choose the rest from the following courses:
| Code | Course name | ECTS credits | Period |
|---|---|---|---|
| 23C510 | Integrated Marketing Communications | 6 cr | III |
| 23C79050 | Innovations in an Age of Constant Change | 6 cr | IV |
| ISM-C1004 | Business Analytics 1 |
6 cr | II |
| ISM-C1100 | Tilastotieteen jatkokurssi ja R |
6 cr | III-IV |
One of elective courses can be also BSc or MSc level Marketing Reading Package *:
| Code | Course name | ECTS credits | Period |
|---|---|---|---|
| MARK-C0001 | Contemporary Marketing Issues Reading Package |
6 cr | I, II, III, IV or V |
| MARK-E0001 | Contemporary Marketing Issues Reading Package |
6 cr | I, II, III, IV or V |
*) Reading Package has to meet the requirements of the Minor and must be approved by teacher in charge. Please contact Tatiana Penttinen in this case. Reading Packages MARK-C0001 and MARK-E0001 replace Reading Packages 23C01000 and 23E01000, which were offered earlier. For the academic year 2021-22, the course code of the reading package has been changed as follows: MARK-C/E000101, MARK-C/E000102, MARK-C/E000103, MARK-C/E000104 and MARK-C/E000105 (the last number indicates the period during which the reading package is completed).
- Published:
- Updated: