FM1AEPA10 Performance Analytics
FM1AEPA10 Performance Analytics
- Course description
- Course codeFM1AEPA10
- Level of study5.1
- Program of studyDigital Marketing
- Credits10
- Course coordinatorCeline Dyndal, Michael John Phillip
The course provides knowledge of digital measurement and analysis through tracking campaigns, observational studies to effectively reach the desired results in marketing. Candidates learn of the difference between branding and performance marketing. The course provides skills to make distinction between measurement and analysis of brand building and performance marketing, in addition to review of key concepts in branding analysis. Candidates are provided skills with digital analysis and can apply for certification for trending tools used by the industry. The course build on competence from Creativity and Storytelling in Marketing.
Course Relevance
The course aims to provide knowledge of analytics and skills for efficient analysis of marketing initiatives to further improve his/her digital marketing.
The Candidate...
- has knowledge of processes and tools that are used for performance and programmatic marketing
- has knowledge of processes, methods and tools that are used for measuring and analysing marketing results, both long-term and short-term
- has insight into quality requirements, measurement challenges and data collection in digital marketing
- can update his/her knowledge about digital user behaviour, brand-building and performance marketing
- understands the importance of short- and long-term effects of digital marketing activities
The Candidate...
- can apply knowledge of analytical tools to optimise marketing activities
- masters relevant tools and techniques for analysing the effects of brand-building and performance marketing
- masters relevant tools and techniques to collect data, conduct digital analysis and present the results
- can study marketing results and identify measurement issues and what measures need to be implemented for optimal results
- can study business cases and identify brand-building and performance marketing issues and what measures need to be implemented
The Candidate...
- understands the principles that apply to customer journeys and the relations between online and offline
- has developed an analytical and critical attitude towards interpreting marketing activities and results
- can build relations with his/her peers, also across disciplinary boundaries, and with developers, designers, programmers to share knowledge, problems and collaborate on projects
- can develop, execute, measure and evaluate a digital presence for a client
In this course, the following teaching and learning methods can be applied, but are not limited to:
- Lecture: Educator-led presentations or activities providing knowledge, skills, or general competencies in the subject area.
- Group work: Collaborative activities where students work together to solve problems or complete tasks.
- Tutoring: One-on-one or small group sessions with an instructor for personalized guidance and support.
- Student presentations: Opportunities for students to demonstrate their understanding of course material by presenting to peers.
- Online lessons: Digital content delivered via an online learning platform.
- Guidance: Individualized advice and direction from instructors to support students in their learning journey.
- Workshops: Practical sessions focused on hands-on application of theoretical concepts or skills.
- Self-study: Independent study where students engage with course material on their own without any teacher support.
| Form of assessment | Grading scale | Grouping | Duration of assessment |
|---|---|---|---|
Course Assignment | Pass / Fail | Group/Individual | 7 Week(s) |