Measuring Digital Marketing (3cr)

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 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 can identify key KPIs in digital marketing and the tools for generating them. The student can describe the different stages of the digital marketing measurement process. The student can use a reporting tool with assistance.

Assessment criteria, good (3)

The student can explain and define the key KPIs in digital marketing and the tools used to generate them. The student understands the digital marketing measurement process and can support its development. The student can use a reporting tool.

Assessment criteria, excellent (5)

The student can apply key KPIs in digital marketing and the tools used to generate them. The student understands the digital marketing measurement process and is able to develop solutions for measuring digital marketing. The student can use a reporting tool in a versatile way as a tool for management and communication.