Marketing Analytics
Last Updated: 2026
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 (2026-2028)
- ISM Master’s Curriculum Page (2026-2028)
- Business Analytics Master’s Curriculum Page (2026-2028)
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
No icon = elective course — select courses to fit your personal study plan
It is recommended to take around 12 credits per period, though some students take up to 18 credits per period and still manage fine.
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
MARK-C3079 (I) <or V>
Delivering Value, 6cr
MARK-C0580(II) <or IV>
Consumer Behavior, 6cr
3rd Bachelor’s Year
Autumn (I-II)
BIZ3130.kand (I-II)
Bachelor’s Thesis and Seminar, 10cr
35C03000 (II)
Capstone: Process Analysis and Management, 6cr
+ 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 Marketing (advanced level) is assumed.
If you are interested in pursuing an ISM Master’s instead, please reference the ISM Master’s 2026-2028 Curriculum Page.
Autumn (I-II)
MARK-C6000 (I)
Market Intelligence and Customer Insights, 6cr
30E03000 (I)
Data Science for Business I, 6cr
ABL-E2606 (I)
Data Protection, 6cr
ISM-E1011 (II) <or IV>
Quantitative Behavioral Research, 6cr
MARK-C0065 (II)
Managerial Marketing Analytics with AI, 6cr
21E00052 (II) <or III>
Data-Driven Business, 6cr
Spring (III-V)
ISM-E1004 (III)
Business Analytics 2, 6cr
MARK-E0047 (III)
Digital Marketing Communications, 6cr
ISM-E3004 (III)
Revenue Management and Demand Analytics, 6cr
ISM-E1006 (IV)
Decision Analytics for Consulting, 6cr
23E28000 (IV)
Consumer Culture, 6cr
ISM-E1009 (V)
Analytics for Sustainability, 6cr
2nd Master’s Year
Autumn (I-II)
ISM-E5001 (I-II) <or III>
Master’s Thesis Seminar, 3cr
MARK-E0046 (II)
Digitalization of Markets and Consumption, 6cr
MARK-E8120 (II)
Advanced Market Research with AI, 6cr
ISM.thes
Master’s Thesis, 30cr
Spring (III-V)
ISM-E2005 (IV)
Digital Service Product Management, 6cr
MARK-E0080 (IV)
Data-Driven Marketing, 6cr
57E00500 (IV-V)
Capstone: Business Intelligence, 6cr
… and continue working on thesis