FM2AEPM15 Performance Marketing

FM2AEPM15 Performance Marketing

  • Course description
    • Course Code
      FM2AEPM15
    • Level of Study
      5.2
    • Program of Study
      Digital Marketing - Performance and E-commerce
    • Credits
      15
    • Study Plan Coordinator
      Celine Dyndal
Teaching Term(s)
2027 Spring
About the Course

This course strengthens students’ ability to plan, execute, and optimise digital marketing activity using data-informed approaches. Students explore how to measure performance, interpret user behaviour, apply automation, and make effective use of paid media. The course also develops skills in building useful reporting structures and communicating insights that support decision-making.

Course Learning Outcomes
Knowledge
  • has knowledge of central concepts, theories, models, processes and tools used to apply statistical methods within performance marketing
  • can assess their own automation work in relation to standards for accuracy, efficiency and governance
  • is familiar with the traditions and role of paid media within the wider marketing ecosystem
  • is familiar with the development of digital reporting practices and their role in decision-making
Skills
  • can explain their vocational choices when selecting and applying statistical methods in marketing contexts
  • can reflect on their automation practice and adjust it under supervision to improve quality and relevance
  • can explain their vocational choices when allocating budgets and selecting channels
  • can find and refer to reporting standards and vocational material, and assess their value for a marketing problem
General Competence
  • can exchange viewpoints with others in the trade about the use of statistics and participate in discussions about the development of good practice
  • can contribute to organisational development through streamlined, scalable processes
  • can plan and carry out paid media projects alone and as part of a group, and follow ethical and financial management principles
  • can plan and carry out reporting tasks and projects alone and as part of a group, and in accordance with ethical requirements
Learning Activities

Digital Learning Resources
The learning management system (LMS) is the primary learning platform where students access most of their course materials. The content is presented in various formats, including text, images, models, videos, and podcasts. Each course follows a progression plan, designed to lead students through weekly modules at their own pace. Exercises and assignments (individual or in groups) are embedded throughout the courses to support continuous practice and assessment of the learning outcomes.

Campus Resources
In addition to digital learning resources, campus students participate in physical learning activities led by teachers as part of the overall learning experience.

Guidance
Guidance and feedback from teachers support students' learning journeys, and may be provided synchronously or asynchronously, individually or in groups, via text, video or in-person feedback.

Assessments
Form of assessmentGrading scaleGroupingDuration of assessment
Course Assignment
Pass / Fail
Group/Individual
10 Week(s)
Reading List

Teaching materials, reading lists, and essential resources will be shared in the learning platform and software user manuals where applicable.