Sales and Marketing Analytics


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


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.
  • Knowledge about marketing models


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 marketing analytics.


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  marketing context.
  • presenting and discussing analysis and interpretation of data.

Type of instruction

For information see § 17.



Name of examSales and Marketing Analytics
Type of exam
Written exam
Individual examination.
Assessment7-point grading scale
Type of gradingInternal examination
Criteria of assessmentThe criteria of assessment are stated in the Examination Policies and Procedures

Facts about the module

Danish titleSalgs og marketing datanalyse
Module codeKAMAR202227
Module typeCourse
Duration1 semester
Language of instructionEnglish
Location of the lectureCampus Aalborg
Responsible for the module


Education ownerMaster of Science (MSc) in Economics and Business Administration
Study BoardStudy Board of Economics and Business Administration
DepartmentAalborg University Business School
FacultyFaculty of Social Sciences and Humanities