Digital Marketing Metrics (4 op)

Arviointiasteikko

1-5

Tavoitteet

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

Sisältö

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

Oppimateriaalit

Lectures, slides provided in lectures and scientific articles.

Opetusmenetelmät

Lectures, class exercises, workshops, class project and exam

Opiskelijan ajankäyttö ja kuormitus

24 hours of lectures and workshop. 2 hours for the exam. 82 hours of self study. Total of 4 ECTS.

Arviointikriteerit, tyydyttävä (1)

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

Arviointikriteerit, hyvä (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.

Arviointikriteerit, kiitettävä (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.

Esitietovaatimukset

- Digital Marketing
- Digital Business Processes