MF-304 Data-driven Marketing and Customer Insights
- ECTS Credits:
- 7.5
- Responsible department:
- School of Business and Law
- Lecture Semester:
- Autumn
- Teaching language:
- English and/or Norwegian
- Duration:
- 1 term
Teaching language
English and/or NorwegianPrerequisites
• MF-102 Marketing
• ME-113 Marketing Reseach
Course contents
Today’s data-driven landscape requires marketers equipped with the knowledge and skills to harness insights for effective marketing strategies. In this course, students learn to extract, interpret, and develop meaningful insights from complex data on customer demographics, purchasing behavior, and engagement with companies and brands. Through theoretical concepts, hands-on exercises, and real-world case studies, students utilize analytical and AI-driven tools to extract insights from marketing data, understand customer preferences, anticipate trends, and create customer value.
Learning outcomes
Upon successful completion of the course, the students will:
• understand key concepts of data-driven marketing and how data about customers and the firm’s marketing activities can be collected and leveraged.
• possess skills to extract and interpret insights from customer data.
• have hands-on experience with analytical and AI-driven tools.
• be able to anticipate market trends and customer preferences.
• be able to use insights to create customer value and optimize marketing strategies.
Examination requirements
Oral group presentation must be passed to be eligible for the exam. More information will be given in Canvas.
Teaching methods
Lectures, casework, and group exercises. The estimated workload is about 200 hours.
Evaluation
The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.
Admission for external candidates
No
Assessment methods and criteria
The exam is divided in two parts:
• Written group assignment counts for 40% of the grade.
• Four hour written exam under supervision, counts for 60% of the grade.
Assessment expression: Letter grade, A-F.