Content, progress and pedagogy of the module

Sales and Marketing analytics is an essential part of marketing and sales processes. Business must build competencies to structure, understand and implement initiatives to move from data to knowledge to growth.

The module will enable the students to have a basic understanding of how to empower and enable strategy through modern data capabilities in a business-to-business or business -to-consumer context.

The module gives both a strategic, tactical and hands on operational approach to data as a tool for sales and marketing.

The module introduces relevant, contemporary systems for data-analysis.

Learning objectives

Knowledge

The objective is that the student after the module possesses the necessary knowledge on:

• central theoretical approaches to understanding data as a sales and marketing resource.
• the role of data in developing marketing and sales strategy including Data sources, data quality, data compliance.
• basic knowledge about principles of data-visualization.

Skills

The objective is that the student after the module possesses the necessary skills in:

• basic user skills of BI tools for sales and marketing.
• developing scientific analysis using basic data-modeling.
• applying Data analysis and visualization within sales and marketing analytics.

Competences

The objective is that the student after the module possesses the necessary competences in:

• independently planning and implementing data-driven decision making based on data analysis.
• applying a problembased approach to using data in a B2B sales and marketing context.
• presenting and discussing analysis and interpretation of data.

Type of instruction

For information see § 17.

Exam

Exams