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Content of the programme

Marketing Analytics

Course name: Marketing Analytics

Cluster: Marketing

Period: International Business - Year 2

Semester: Spring Semester (starts in February)

Study load: 5 ECTS (~140 hours)

Exam: coursework

Course description

This module introduces students to the fundamentals of Marketing Analytics and the role of data in shaping modern (marketing) strategies. You will explore how to collect, clean, visualize, and interpret marketing data to support evidence-based decision-making. At the same time, you'll develop the skills to design dashboards and communicate insights that drive business value. By working with tools like Excel and Power BI, you will gain hands-on experience in turning raw data into actionable marketing intelligence.

Competences and learning objectives

After the course you can:

  • Describe how data is used to support strategic decisions;
  • Create and interpret dashboards that visualize key marketing performance indicators (KPIs)
  • Draw actionable insights from data to improve marketing effectiveness.