Marketing Analytics

Department

Master's program International Business & Management

Course unit code

IBaM-M-3-M_8-MAA-ILV-O

Number of ECTS credits allocated

4.0

Name of lecturer(s)

FH-Prof. Dr. Brauer Claudia, Mag. Tuta Mario

Mode of delivery

blended learning

Recommended optional program components

none

Recommended or required reading

Akter, S., & Wamba, S. F. (2016). Big data analytics in E-commerce: a systematic review and agenda for future research. Electronic Markets, 26(2), 173-194.
Brooker, P., Barnett, J., & Cribbin, T. (2016). Doing Social Media Analytics. Big Data & Society, 3 (2), 205395171665806.
Clifton, B. (2012). Advanced web metrics with Google Analytics. John Wiley & Sons.
Järvinen, J. (2016). The use of digital analytics for measuring and optimizing digital marketing performance. Jyväskylä studies in business and economics, (170).
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing performance measurement. Industrial Marketing Management, 50, 117-127.
Phillips, J. (2013). Building a digital analytics organization: Create value by integrating analytical processes, technology, and people into business operations. Pearson education.
Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social media analytics - Challenges in topic discovery, data collection, and data preparation. International journal of information management, 39, 156-168

Level of course unit

Master

Year of study

Fall 2025

Semester when the course unit is delivered

3

Language of instruction

English

Learning outcomes of the course unit

Within this module, students will acquire competencies in marketing analytics. Students will be able to explain objectives, target groups, business terms and institutional integration of Big Data, Digital Analytics, and Social Media Analytics. They will be able to explain the advantages and disadvantages of different data record and data storage methods in Web and Social Media Analytics, as well as different Web and Social Media Metrics Web and Social Media Analytic software solutions. Furthermore, students will be able to explain future challenges in the field of Digital Analytics and Social Media Analytics.

Course contents

• Objectives, target groups, business terms and institutional integration of Big Data
• Digital Leadership
• Objectives, target groups, business terms and institutional integration of Digital Analytics
• Data record methods and data storage methods in Digital Analytics
• Web Metrics
• Web Analytics software solutions,
• Future challenges in the field of Digital Analytics
• Objectives, target groups, business terms and institutional integration of Social Media Analytics
• Data record methods and data storage methods in Social Media Analytics
• Social Media Metrics
• Social Media Analytics software solutions
• Future challenges in the field of Social Media Analytics

Planned learning activities and teaching methods

The course comprises an interactive mix of lectures, discussions and individual and group work.

Work placement(s)

none