Content, progress and pedagogy of the module

Marketing and sales 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 firms and their market strategies through data analytics.

The module gives both a theoretical and hands on approach to data and software.

Learning objectives

Knowledge

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

• central theoretical approaches to analyze and understand data as an important resource for marketing and sales.
• the role of data in developing marketing and sales strategy including data sources and quality.
• knowledge about modeling and visualization of data.

Skills

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

• basic user skills of software to analyze marketing and sales data.
• developing scientific analysis using basic data-modeling.
• applying data analysis and visualization within a marketing and sales context.

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 problem-based approach to using data in a B2B sales and marketing context.
• conducting, discussing and presenting data analysis, interpretation of data and conduct further analyses.

Type of instruction

For information see § 17.

Exam

Exams