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Marketing Analytics


Admission requirements

Master Marketing Science course (Business Studies) or Minor Marketing course (SBI Minor) completed or an equivalent.


This course provides an introduction to the application of information technology and data science in the marketing domain, also known as Marketing Analytics (MA).
This multi-disciplinary field has seen a growing interest over the last years. Businesses and organisations are facing both huge opportunities ánd challenges provided by the massive use of powerful digital media by their prospects and customers. Classic marketing approaches are becoming less effective, a clear need exists for establishing interactive, personalised relationships and relevant dialogues, fueled by a superb user experience and an omni-channel approach.
Here is where marketing analytics comes into play, by building a holistic customer view based on the digital footprint, advanced analytics and machine learning/AI techniques, and using that to drive highly targeted customer interactions.
Yet, recent incidents and the new EU privacy regulation demand that consumers get more insight and control over their personal data. This calls for a more balanced exchange of personal data for value to the customer, based on the principles of privacy by design.
The hybrid nature of marketing analytics and the rapid developments in technology call for agile, cross-functional approaches and a blending of marketing and IT skill sets.

We will cover a broad spectrum of topics by linking current business practices to concepts and vice versa. Starting with the fundamentals of customer-centricity, we will explore how data is connected to customer journeys, address customer data management including privacy aspects, (digital) marketing technologies and advanced analytical techniques. We will use a hands-on approach to understand the practical application of marketing analytics in some typical use cases. Finally we will explore the organisational impact for realising the huge potential of marketing analytics.

Students are expected to have a good understanding of the basic concepts, frameworks and instruments of marketing management, i.e. have attended the Marketing course with a sufficient end grade.

Course objectives

By the end of the course, the student should be able to:

  • understand the strategies, basic concepts, frameworks and processes of marketing analytics;

  • identify and apply customer data (incl. privacy regulations);

  • identify and use MA technologies to improve marketing performance and customer engagement;

  • show their ability to organise, plan and design for data-driven marketing practice.


You will find the timetables for all courses and degree programmes of Leiden University in the tool MyTimetable (login). Any teaching activities that you have sucessfully registered for in MyStudyMap will automatically be displayed in MyTimeTable. Any timetables that you add manually, will be saved and automatically displayed the next time you sign in.

MyTimetable allows you to integrate your timetable with your calendar apps such as Outlook, Google Calendar, Apple Calendar and other calendar apps on your smartphone. Any timetable changes will be automatically synced with your calendar. If you wish, you can also receive an email notification of the change. You can turn notifications on in ‘Settings’ (after login).

For more information, watch the video or go the the 'help-page' in MyTimetable. Please note: Joint Degree students Leiden/Delft have to merge their two different timetables into one. This video explains how to do this.

Mode of instruction

The programme will consist of 6 lectures that cover the following topics.
1. Introduction: course overview, MA concepts, trends, processes and applications;
2. MA strategy: the strategic context of MA; marketing metrics; overview of MA applications;
3. Data & Privacy: customer data & integration, data quality, data protection and privacy aspects;
4. MA Technology: marketing software platforms, analytical tools, big data platforms and technologies;
5. MA Lab: hands-on cases on customer segmentation, predictive modelling, and web analytics;
6. Organising for MA: marketing and ICT organisations, sourcing, agile marketing, marketing science skills

Assessment method

Participation in class and during the working sessions will be taken into account for the final grade.
Grading for this course will be based on these components:

  • Participation (presence + interaction): 20%

  • Homework assignments: 20%

  • Exam: 60%

See detailed information below (under Remarks) on the minimum requirements to pass this course.

The teacher will inform the students how the inspection of and follow-up discussion of the exams will take place.

Reading list

The presentations and background articles will be available on Brightspace. References to articles and books will be provided during the lectures.

Textbook (mandatory):
Verhoef, P. C., Kooge, E., Walk, N., & Wieringa, J. E. (2022). Creating Value with Data Analytics in Marketing (2nd edition). Taylor & Francis.
ISBN: 978-0-367-81978-1 (hardcover), 978-0-367-81979-8 (paperback), 978-1-003-01116-3 (e-book)


Every student has to register for courses with the new enrollment tool MyStudyMap. Please see this page for more information.

Please note that it is compulsory to both preregister and confirm your participation for every exam and retake. Not being registered for a course means that you are not allowed to participate in the final exam of the course. Confirming your exam participation is possible until ten days before the exam.

Extensive FAQ's on MyStudymap can be found here.


For all your questions you can contact

Note: If you are an ICTiBPS student, you can contact the programme coordinator of ICTiBPS for any questions about your program.


  • There is only limited capacity for external students, please contact the programme co-ordinator to discuss.

  • Students are responsible for enrolling/unenrolling themselves for (partial) exams/retakes.

  • Students who do not enroll themselves for an exam/retake by the deadline are not allowed to take the exam/retake.

  • Students fail the course if any of the partial components (except the exam) that make up the final mark of the course is assessed below 4.0.

  • Students fail the course if the grade for the (final) exam is assessed below 5.0.

  • The final grade is expressed as a whole or half number between 1.0 and 10.0, including both limits. The result is not to be expressed as a number between 5.0 and 6.0.

  • If one of the components of the final mark constitutes a component that assesses attendance or class participation, students cannot take a retake for this component. Therefore, students fail the course if their mark for this component is less than 4.0.

  • Partial grades, inclusive the exam grade will not be rounded. If partial grades will be communicated, it is possible partial grades are rounded, but unrounded partial grades will be used in the calculation of the final grade. The final grade will be rounded at 0.5 (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • Students pass the course if the final grade is 6.0 or higher (5.49 will rounded down to a 5 and a 5.5 will be rounded up to a 6.0).

  • It is not possible to do retakes for group assignments. Therefore, if students fail the group assignment component, they fail the course.

  • For courses, for which class participation is an assessment component, students may not be penalised for an absence if the student has a legitimate justification for this absence. The student must notify the program coordinator via email ( of such an absence BEFORE the lecture, describing the reason for missing the lecture. If the student does not notify the program coordinator before the lecture, the student will be penalised. Students may be required to provide further documentation to substantiate their case, and class attendance requirements are only waived under exceptional circumstances such as illness.

  • Students who are entitled to more exam/retake time must report to 10 days before the exam/retake takes place.