Measuring Digital MarketingLaajuus (3 cr)
Code: LT00DB39
Objective
The student understands the role of measuring digital marketing in the context of marketing and business. The student is able to explain the key concepts and processes of digital marketing. The student understands the key performance indicators (KPIs) of the topic area. The student knows and is able to use measurement tools.
Content
The organizational context of digital marketing measurement
Key concepts and KPIs for measuring digital marketing
Digital Marketing Measurement Tools
Design and implementation of instrumentation
Risks and challenges of measurement
Digital marketing metrics as a tool for communication and management
Assessment criteria, satisfactory (1)
The student is able to name the key KPIs of digital marketing and the tools to produce them. The student is able to explain the process of measuring digital marketing. The student is able to use the reporting tool with assistance.
Assessment criteria, good (3)
The student is able to explain and define the key KPIs of digital marketing and the tools to produce them. The student understands the process of measuring digital marketing. The student is able to use a reporting tool.
Assessment criteria, excellent (5)
The student is able to apply the key KPIs of digital marketing and the tools to produce them. The student understands the process of measuring digital marketing. The student is able to use the reporting tool in many ways as a management and communication tool.
Enrollment
22.04.2024 - 04.09.2024
Timing
02.09.2024 - 13.10.2024
Credits
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, Business Management
Teachers
- Mikko Kulmala
Scheduling groups
- Avoin AMK (Ei koske tutkinto-opiskelijaa) (Size: 10. Open UAS: 10.)
Student groups
-
LITA22D
Education groups
- Open UAS (Doesn't apply to degree student)
Objective
The student understands the role of measuring digital marketing in the context of marketing and business. The student is able to explain the key concepts and processes of digital marketing. The student understands the key performance indicators (KPIs) of the topic area. The student knows and is able to use measurement tools.
Content
The organizational context of digital marketing measurement
Key concepts and KPIs for measuring digital marketing
Digital Marketing Measurement Tools
Design and implementation of instrumentation
Risks and challenges of measurement
Digital marketing metrics as a tool for communication and management
Materials
Material provided by lecturer and online materials
Teaching methods
Lectures and workshops
Student workload
Lectures 21h, independent work 60h
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
The student is able to name the key KPIs of digital marketing and the tools to produce them. The student is able to explain the process of measuring digital marketing. The student is able to use the reporting tool with assistance.
Assessment criteria, good (3)
The student is able to explain and define the key KPIs of digital marketing and the tools to produce them. The student understands the process of measuring digital marketing. The student is able to use a reporting tool.
Assessment criteria, excellent (5)
The student is able to apply the key KPIs of digital marketing and the tools to produce them. The student understands the process of measuring digital marketing. The student is able to use the reporting tool in many ways as a management and communication tool.
Assessment methods and criteria
Assignment