Marketing Analytics
Last Updated: 2025
SEO, SEM, churn rate, impressions, automation, bounce rate… Dive into the world of marketing data. This Study Path is recommended for students who want to use analytics to help inform and interpret marketing decisions.
Programme Curriculum
For comprehensive information about the requirements and course options for the ISM/BA degrees, please view the links below.
- ISM Bachelor’s Curriculum Page (2024-2026)
- ISM Master’s Curriculum Page (2024-2026)
- Business Analytics Master’s Curriculum Page (2024-2026)
Recommended Bachelor’s Minors for Marketing Analytics
Recommended Master’s Minors for Marketing Analytics
= mandatory course, cannot be substituted with any other courses
= minor course
2nd Bachelor’s Year
This is a complete sample study path recommended for a student interested in marketing analytics that includes all credits needed for Bachelor’s graduation from ISM. In the example below, a Bachelor’s minor in Markkinointi is assumed.
Autumn (I-II)
ISM-C2002 (I-II)
MySQL for Data Analytics, 6cr
CS-A1111 (I-II)
Basics Course in Programming Y1, 5cr
ISM-C1003 (I-II)
Mathematical Tools for Analytics, 6cr
ISM-C1004 (II)
Business Analytics 1, 6cr
Spring (III-IV)
ISM-C1002 (III-IV)
Advanced Course in Statistics and Data Analytics, 6cr
37C00100 (IV)
Management Information Systems, 6cr
MARK-C2079 (IV) <or II>
Driving Creativity and Innovation in Marketing, 6cr
30C02000 (V)
Negotiation Analytics, 6cr
23C59000 (IV-V) <or I-II>
Consumer Research, 6cr
+ language courses, 11cr total
3rd Bachelor’s Year
Autumn (I-II)
MARK-C6000 (I)
Market Intelligence and Customer Insights, 6cr
35C03000 (I-II)
Capstone: Process Analysis and Management, 6cr
BIZ3130.kand (I-II)
Bachelor’s Thesis and Seminar, 10cr
+ language courses, 11cr total
1st Master’s Year
This is a complete sample study path recommended for a student interested in marketing analytics that includes all credits needed for Master’s graduation from BA. In the example below, a Master’s minor in Digital Marketing & Analytics is assumed.
If you are interested in pursuing an ISM Master’s instead, please reference the ISM Master’s 2024-2026 Curriculum Page.
Autumn (I-II)
30E03000 (I) <or IV>
Data Science for Business I, 6cr
ABL-E2606 (I)
Data Protection, 6cr
ISM-E1002 (I) <or III>
Survey Research, 6cr
MARK-E0047 (II)
Digital Marketing Communications, 6cr
21E00052 (II) <or III>
Data-Driven Business, 6cr
Spring (III-IV)
ISM-E1004 (III)
Business Analytics 2, 6cr
ISM-E1006 (IV)
Decision Analytics for Consulting, 6cr
MARK-E1047 (IV)
Digital Marketing: Technological Innovation in Service, 6cr
ISM-E3004 (IV)
Revenue Management and Demand Analytics, 6cr
ISM-E1009 (V)
Analytics for Sustainability, 6cr
MARK-C0065 (V)
Managerial Marketing Analytics with AI, 6cr
2nd Master’s Year
Spring (III-IV)
57E00500 (IV-V)
Capstone: Business Intelligence, 6cr
ISM-E2005 (IV)
Digital Service Product Management, 6cr
MARK-E0080 (IV)
Data-Driven Marketing, 6cr
MARK-E0046 (IV)
Digitalization of Markets and Consumption, 6cr
… and continue working on thesis