Study Guide

Objective

On successful completion of the course, student is able to utilize the key practises and tools of collecting, analysing and reporting business data. Student is able to support business decision making with relevant and professionally visualized data. Student is able to utilize web analytics tools to enhance marketing activities.

Content

Google Analytics or other similar tool
Google Data Studio, MS PowerBI or other similar tool

Location and time

Spring 2023 in Tornio Campus. 28.4.2023 - 15.5.2023.
Lessons and guidance sessions are during daytime.

Materials

Learning materials will be available in course Moodle.
Google Digital Garage lessons and courses
Google Skill Shop lessons and courses
Hubspot Academy lessons and courses
List of useful literature: https://luc.finna.fi/lapinamk/List/1131886

Teaching methods

Hybrid lessons in class room and Zoom simultaneously.
Guidance sessions in Zoom.
Workshop on Campus Days 27.4.2023 and 28.4.2023 in Tornio TO BE CONFIRMED
Independent work on assigments.
Exercises on data analysis and web analytics
Google Skill Shop Analytics Certification
Group learning project.
Peer feedback for other groups
Self-assessment of group work results and process.
Course feedback.

International connections

This course is offered also for our exchange students.

Content scheduling

Business and marketing data
Web analytics
Supporting decision making and business activities
Data analysis in business context
Data reporting and visualization

Further information

Prior knowledge:
Basics of marketing
Basics of business mathematics and statistical mathematics
Office tools

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

Student recognizes the variety of business data sources and general methods of collecting it from them. Student recognizes the need for combining data from different sources. Student can use some features of a analytical tool to manipulate business data. Student can produce visual reporting for business decision makers. Student is able to utilize the some features of web analytics tools to find potential problems in marketing activities.

Assessment criteria, good (3)

Student recognizes the key sources of business data and methods of collecting it from them. Student recognizes the need and principles for combining data from different sources. Student can use a relevant analytical tool to manipulate data related to business decision making. Student can produce clear and visual reporting for business decision makers. Student is able to utilize the key features of web analytics tools to find potential problems in marketing activities.

Assessment criteria, excellent (5)

Students recognizes the different business data sources and methods of collecting and combining data from them in practical way. Student can use key analytical tools to manipulate data in order to support business decision making. Student can produce relevant and professionally visualised data reporting in order to communicate with different stakeholders. Student is able to utilize web analytics tools to suggest improvements in marketing activities.

Assessment methods and criteria

Evaluation is based on assignments and demonstrations of compentence. These are based on the competence goals of the course. Descriptions, submission dates and evaluation criteria are available on course Moodle. Group assignments require self-assessment of group results and work process.