Study Guide

Objective

Learning outcomes
The student can
- Understand the role of digital marketing metrics in marketing and business context.
- Explain the basic principles and process of digital marketing metrics.
- Understand the KPIs used in the measurement of digital marketing
- Understand the tools used in applying digital marketing metrics
- Present the basic knowledge and skills needed in building digital marketing metrics

Content

Contents
- Organizational context of digital marketing metrics
- Concepts of digital marketing metrics
- Recognizing different KPIs
- Tools for measuring digital marketing
- Planning, implementing, and maintaining a digital marketing dashboard
- Risks and challenges in digital marketing metrics
- Digital marketing metrics as communication and management tool

Materials

Lectures, slides provided in lectures and scientific articles.

Teaching methods

Lectures, class exercises, workshops, class project and paper exam

Student workload

16 hours of lectures and workshop. 2 hours for the exam. 88 hours of self study. Total of 4 ECTS.

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student can name and define the digital marketing KPIs, and tools used to produce them. Student can explain digital marketing measurement process.

Assessment criteria, good (3)

The student can explain digital marketing KPIs, and tools used to produce them. Student can explain well the digital marketing metrics measurement, analysis, and management process. Student has basic skills in the use of digital marketing metrics tools.

Assessment criteria, excellent (5)

The student can name and define very well the digital marketing KPIs, and tools used to produce them. Student can explain very well the digital marketing metrics measurement, analysis, and management process. Student can independently use of digital marketing metrics tools.

Assessment methods and criteria

Assessment for class participation (class attendance) 25%, Exercises in class (pass/fail) 25%, class project 25% and exam 25%

Qualifications

- Digital Marketing
- Digital Business Processes