Executive Master of Management

Applied Marketing Analytics

This course teaches you to find and extract important marketing data, how to know what is working or not working in terms of marketing in your own firm, as well as teaching you how to employ analytics in practice in a simple way.


In the fast-paced market, where competition is fierce, rate of technology-change wild and consumers empowered and unpredictable, it has become more crucial than ever to understand the trade-offs between elements that are driving business performance.

While data availability is overwhelming, managers are struggling in analysing the increasing amount of information they have. Never before did managers have this much information on customers, partners and competition at disposal to make informed, smarter decisions; yet they are more than ever criticised about the lack of actionable insights that derive from it.

This course aims to teach basic skills in marketing decision-making based on a systematic approach to exploit data that help managers to increase the effectiveness of marketing decisions. By combining campus sessions and online learning processes, including videos and exercises, this course enables you to learn faster and more effectively with our “Explain-Show-Do-Practice” approach to teaching.


Day 1:

  • Introduction to the course and background for software use
  • Segmentation (classification of customers), targeting and positioning (perceptual-maps creation) tools (Cluster analysis, Latent-classes, Perceptional Mapping) – explanations, hands-on exercise in Excel

Day 2:

  • Designing and developing customer-centric new products and services and forecasting the sales of new products/services (Conjoint analysis, Diffusion models) - explanations, hands-on exercise in Excel

Day 3:

  • Understanding individual choices customers make and the main drivers (Choice models: single choice to buy or not, choosing between several brands) - explanations, hands-on exercise in Excel

Day 4:

  • Understanding customer value through Customer Lifetime Value (CLV) metrics - explanations, hands-on exercise in Excel

Day 5:

  • Measuring impact of digital marketing and social media investments on business performance - explanations, hands-on exercise in Excel

Day 6:

  • Optimisation of resource allocation across different marketing instruments, customer segments, products and channels – explanations, hands-on exercise in Excel


This course is intended for business managers interested in driving business performance, whether you have an extensive marketing background or not.

It is tailored towards managers who are not trained as computer engineers, but rather as business professionals who have to use data to improve marketing decision-making in their everyday tasks.

Practical information


Matilda Dorotic

Matilda Dorotic is an Associate Professor in the Department of Marketing at BI. Her research interests include customer engagement, customer value management, effectiveness of rewarding and loyalty programmes. Recently, she has also focused on how leaders can analyse the effect of big data and social media. 

Contact us

Please don’t hesitate to contact us if you have any questions or would like further information about our Executive Programmes.


With all of our master programmes, you will have a direct contact person who will be available from the time of application until the final exam.

Oslo: Djordje Maric:
Telephone - +47 98 25 17 85 - E-mail: djordje.maric@bi.no


Oslo: Spring 2019

Digital kick off: 18.02

Module 1: 07.03 - 08.03
Module 2: 04.043- 05.04
Module 2: 02.05 - 03.05

Project delivery: 18.06
Exam: 24.05 - 27.05

Oslo: Autumn 2018

Online «kick-off»: 15 Oct
Module 1: 22 -23 Oct
Module 2: 26 – 27 Nov
Module 3: 10 -11 Jan

Exam: 18 – 21 Jan
Project delivery: 15 Feb

We reseve the right to make changes to the schedule. 

Apply now