Curricula

Objective

The object of the course
The object of the course is that you know the key concepts and methods of digital marketing analytics. You master the most common digital marketing analytics tools and recognize the economic significance of digital marketing analytics for a company. You are able to do practical digital marketing analytics under supervision and gain the skills to work in a company's digital marketing analytics tasks.

Course competences
Business competence: The student knows the central theories related to this specialisation option. The student possess at least an advanced beginner’s skills in the practical tasks of the specialisation option.

The learning objectives of the course
After the course you know the key concepts and methods of digital marketing analytics. You master the most common digital marketing analytics tools and recognize the economic significance of digital marketing analytics for a company. You are able to do practical digital marketing analytics under supervision and gain the skills to work in a company's digital marketing analytics tasks.

Content

Website analysis methods
Search engine advertising analysis methods
Social media advertising analysis methods
Email marketing analysis methods

Assessment criteria, satisfactory (1)

Sufficient 1
You know the key concepts and methods of digital marketing analytics. You are able to do simple digital marketing site visitor analysis and recognize the economic significance of digital marketing analytics for a company. You are able to do practical digital marketing analytics under super-vision.

Satisfactory 2
You understand the key concepts and methods of digital marketing analytics. You are able to give simple development suggestions based on digital marketing site visitor analysis. You understand the economic benefits of digital marketing analytics. You are able to independently do simple practical digital marketing analytics.

Assessment criteria, good (3)

Good 3
You understand the key concepts and methods of digital marketing analytics and their connections to each other. You are able to do in-depth digital marketing analytics and give in-depth development suggestions based on digital marketing site visitor analysis. You analyze the economic benefits of digital marketing analytics. You are able to independently do practical search engine marketing.

Very good 4
You understand the key concepts and methods of digital marketing analytics and their connections to each other. You are able to do in-depth digital marketing analytics and give in-depth development suggestions based on digital marketing site visitor analysis. You analyze the economic benefits of digital marketing analytics. You are able to independently do and develop practical digital marketing analytics based on the results.

Assessment criteria, excellent (5)

Excellent 5
You understand the key concepts and methods of digital marketing analytics and their connections to each other. You are able to do in-depth digital marketing analytics and give in-depth development suggestions based on digital marketing site visitor analysis. You analyze the economic benefits of digital marketing analytics. You are able to independently perform and develop the practical digital marketing analytics of the target company based on the results. You present well-founded development proposals targeted at the company's needs.