Master of Management programme

Customer and market analytics

This course teaches you how to understand and employ analytics to make smarter and more effective marketing decisions. You will learn how analytics can affect your business strategy.

What you will learn:

  • Understanding and segmenting customers and markets, identifying future high value customers.
  • Developing and measuring effectiveness of loyalty programmes, marketing campaigns, multiple-channels and social media investments.
  • Exploring you brand positioning against competition and evaluating how to optimally allocate resources.

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 how to leverage data and run simple analytic models.  

Who is this programme for?

To those reading analytic reports:

To those who do analytics: 

Admission requirements

  • You are at least 25 years old
  • You have completed a bachelor's degree
  • You have four years of full-time work experience (three years if you already have a master's degree)

Students without a completed bachelor's degree can, in some cases, be admitted based on prior learning and work experience. 

Take the course or build a degree

This course can be integrated in an Executive Master of Management

The course awards 15 credits, and a master's degree consists of 90 credits. Should you choose to take more master's level courses later, you can accumulate a complete master's degree. The combination of courses is up to you, based on your learning goals and career plans.  

Modules and course content

This course is conducted through a combination of campus and online learning process. The campus module will consists of three sessions of two days each over the course of one semester. All modules takes place on campus in Oslo. The online module will combine online content, videos and exercises to support the learning, both individually and in groups.

The syllabus is made available as soon as you have been admitted to the course.   

Exams consists of a term paper and a set of individual home assignments. The term paper counts for 60% of the total grade, and can be solved individually or in groups of maximum three students. The individual home assignment counts for 40% of the total grade. It is a collection of case study solutions on which students work throughout the course. Both are based on the application of the concepts and tools learned in the course and provides an opportunity to implement the learned skills on your firm’s data in the final project.



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, new ways of looking at customer lifetime value and ROI in marketing.

Time and effort required

All our courses are designed to be combined with a job and a personal life. Still - you'll need to dedicate some time. 

You'll spend a total of 6 workdays on sessions. Additionally, you'll need to make time for reading the course material and writing the term paper.

How much time this takes varies widely from student to student, and you can adjust this to fit your other commitments. 

Read more about balancing part-time studies with work and personal life. 


This course is eligible for support from the Norwegian State Educational Loan Fund. Tuition fees are normally charged 1 October.

Want to know more?

We regularly host informational webinars that you can join. There you will meet a guidance counsellor and have the opportunity to ask questions.

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Course details