Marketing Analytics
This course provides students with foundational knowledge on how to use marketing analytics for data driven marketing decision-making.
What you will learn:
- Understand which analytical approach to use for which marketing problem
- Know which type of data are needed for each method
- Understand the key intuition behind each analytical method.
- Understand how to interpret key numbers for each analytical approach
- Leverage the results of data analyses to support marketing decision-making.
After completing this course, you will have gained a comprehensive understanding of how to analyze and interpret marketing-relevant data to make informed decisions. You will be equipped to identify suitable data sources and analytical methods for various marketing problems, use statistical software for data analysis, and effectively communicate your findings.
Who can take the course?
Admission requirements: To enroll in a bachelor’s program, you generally need to have higher education entrance qualification. If you do not have this, you can still apply based on experience-based qualification if you are 25 years or older in the year of admission.
Required prerequisite knowledge:
- Introductory statistics
- Introduction to marketing
- Read more about admission requirements for our bachelor’s programs (Norwegian page).
Take the course or build a degree
This course provides valuable knowledge in its own right, but it also offers formal qualifications. The course is worth 7.5 ECTS credits, which can be included in a bachelor's degree. Please contact us for more information on which degrees this can be part of.
- Read more about part-time bachelor’s degrees here (Norwegian page).
Practical Information
The lectures consist of webinars, a total of 8 to 12 per semester. In the spring semester, the first webinar takes place in week 3, and in the fall semester, it starts in week 34.
Webinars:
- Duration: 1 to 2 hours.
- Typically scheduled once a week or every other week.
- Always held between 5 PM and 9 PM, Monday to Thursday
In addition to webinars, the online courses include various learning activities, such as digital self-assessments, topic videos, assignments, discussion groups, case studies, and more. You will have access to all learning activities through a digital learning platform. There, you will also find the study guide, a handbook with assistance and advice on how to navigate the course.
Exam: The exam consists of a 2-hour school exam at the end of the semester, which counts for 100% of the final grade.
Mandatory coursework: This course includes 5 mandatory assignments, of which 3 must be approved in order to take the final exam.
Syllabus: The syllabus will be available in the student portal after you have been admitted to the course. You can also access the syllabus for this course here.
Online or in the classroom
The course can also be taken on campus Bergen or Stavanger during the day. The course is structured a bit differently here, as you will attend classes alongside full-time bachelor’s students. If you prefer this, you can select Bergen or Stavanger as the study location when you apply.
Course content
- Introduction to marketing analytics
- Managing customer heterogeneity (segmentation, targeting, and positioning)
- Managing customer dynamics (e.g., regression analysis, predictive modelling, customer lifetime value)
- Managing resource trade-offs (e.g., resource allocation models, A/B testing)
- Marketing data sources
Time and effort required
All of our courses are structured to fit alongside work and family life, but you should set aside some study time. A course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.
The amount of time each participant dedicates to the courses can vary greatly. Classes are scheduled at fixed times, primarily in the afternoons, to accommodate other commitments. You can largely determine how much time you spend on reading and other learning activities based on what best suits your routine.
Course coordinator
The tuition fee is invoiced per semester and adjusted annually. It includes access to lectures and the standard examination fee.
Similar courses
Not quite the course you were looking for? We offer a range of courses in the same subject area - from short courses to part-time master's level studies.