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

Online material & material provided by the teacher

Teaching methods

Flipped learning, group work, individual assignments

Student workload

4 x 27 = 108 hours

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

Participation in group work, completing the individual assignment

Qualifications

- Digital Marketing
- Digital Business Processes