Study Guide

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