Program Overview

Digital Platforms and Analytics (AVOIN YO)

Course Description

The course introduces data analytics tools categorically and builds expertise in business analytics. It focuses on digital commerce as a key application area, analyzing customer engagement and reporting in digital environments, comparing competitors and industries, and evaluating and improving the performance of digital channels based on responsibility and sustainability concepts and practices.

Course Details

• Duration: 5 op, Academic Year
• Registration Period: 19.11.2025 - 23.01.2026
• Implementation: Online studies
• Study Period: 02.02.2026 - 15.05.2026
• Price: 100

Education Information

• The course presents data analytics tools categorically and builds expertise in business analytics.
• Digital commerce is a central application area for analytics, focusing on analyzing customer engagement and reporting in digital environments, comparing competitors and industry, and evaluating and improving digital channel performance based on responsibility and sustainability concepts and practices.

Form of Education

• Continuous learning
• Open university teaching

Academic Year

• Academic Year

Field of Education

• Business, administration, and law

Subject

• Business analytics (business sciences)

Language of Instruction

• English

Organizer

• University of Oulu

Location

• Oulu

Learning Objectives

Value Definition (Defining and Creating Value)

• Understand the key concepts and categorizations of digital analytics tools.
• Analyze customer engagement and behavior in digital commerce environments.
• Design and implement user-friendly personalization to enhance customer experience.
• Identify and prevent fraud using analytics to ensure customer safety.

Value Capture (Efficient Use of Value)

• Optimize marketing strategies based on data.
• Manage inventory efficiently using analytics-based decisions.
• Apply SEO, CRM, and data visualization techniques to improve digital marketing performance.

Value Process (Efficient Delivery of Value Through Processes and Channels)

• Use big analytics platform tools for data collection and interpretation.
• Interpret analytics data responsibly, considering ethical, sustainability, and data protection aspects.
• Communicate data-driven insights supporting business decisions clearly.

Value Position (Building Competitive Advantage and Market Position)

• Prepare for and complete professional analytics certifications to enhance employability and professional credibility.

Implementation Methods

• Online learning
• Tool-based learning
• Guided readings
• Tutorials and labs
• Certification tracking
• Analytics simulations

Assessment

• Week 1: Introduction + Business Analytics with Excel certification (10%)
• Week 2-3: Web analytics + Google Analytics certification (10%)
• Week 4-5: Digital user experience analytics + Hotjar level 1 certification (10%)
• Week 6-7: Social media analytics + Hootsuite certification (10%)
• Week 8-9: Search Engine Optimization (SEO) + Semrush certification (10%)
• Week 10-11: Customer Relationship Management (CRM) + HubSpot certification (10%)
• Week 12-13: Hotjar level 2 & 3 certification (20%)
• Week 14-15: Summary + change management + authority on platform-related analytics (20%)

Grading Scale

1-5/Fail

Additional Information

For further details on the course, please refer to the provided context, ensuring all specific program details are included without alteration or omission.