Individual master courses

Creating Value with Customer and Market Analytics

This course teaches you to find and extract important market and customer data, to know what marketing is working or not working for your own firm and it shows you how to employ analytics in practice in a simple way, using just Excel.

WHY Creating value with customer and market analytics?

Never before has managers had this much information on their customers, partners and competition at disposal to make informed and smarter decisions; yet they are more than ever criticised about the lack of actionable insights that derive from it.

In this course you learn how to increase the effectiveness of marketing decisions. We use an “Explain-Show-Do-Practice” approach to teaching that encompasses explanations in the lectures followed by a combination of class discussion, case study analysis and practical hands-on exercises in Excel.

We do not go deeply into the statistics and mathematics behind the methods and tools, but rather provide you with an understanding of what the model could be used for, intuitively how it works, which data you need to have and how to evaluate the output you get from the analyses.

TOPICS in this course include:

  • Analysing and visualising your customer and product data
  • Understanding and segmenting customers and markets, identifying high value future customers
  • Exploring your brand positioning against competition and devising potential actions to improve it
  • Implementing hands-on tools to develop new products and calculate how much customers are willing to pay for the new or changed product or service
  • Developing and measuring effectiveness of loyalty programmes, marketing campaigns, multiple-channels and social media investments
  • Evaluating how to optimally allocate resources across different products, channels and sales representatives


  • Executives who are in traditional leadership/management positions - of business units, products and functions - who need to understand how to better leverage data to improve business performance.
  • Executives who already have expertise in analytics, but whose roles and projects are becoming increasingly strategic, so they need to develop further strategic skills and understanding.

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

"This course has given me a very steep and interesting learning curve. I certainly have learned more than I expected when I signed up for this."

Reidun Frostad

Former student

"It has been an very interesting and comprehensive course. It took some time for me to process everything, but during the home- and project assignment I realized how much I have learned. Matilda Dorotic took us through a future-oriented and insightful journey and provided us with some strong tools."

Tone Røneid

Former student

Practical information


Medium-Matilda Dorotic (1).jpg
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, new ways of looking at customer lifetime value and ROI in marketing.

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: Erlend Sørensen
Telephone: +47 90707575 - E-mail:


Oslo: spring 2020

Module 1: 05.03 - 06.03
Module 2: 02.04 - 03.04
Module 3: 07.05 - 08.05

We reserve the right to make changes to the schedule. 

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