Digital Marketing and Metrics


Course Objective

During this course, your will develop an in-depth understanding of
online marketing from a theoretical, analytical and practical
perspective (Academic and Research Skills). Building on the knowledge of
II, this advances your knowledge on how to strategically design online
marketing activities, and also how to analyze and evaluate the
effectiveness of these online marketing activities (Bridging Theory and
Practice - Knowledge,
Academic and Research Skills). Moreover, you will apply this knowledge
and skills
in a real-life setting, enabling you to translate and apply theoretical
knowledge into practice (Bridging Theory and Practice - Application).

By the end of this course you will be able to:
- identify the right metrics and methods to evaluate online marketing
- assess qualitatively and quantitatively online marketing strategies
and tactics;
- identify which activities are more effective and why;
- use the information obtained to build an effective digital marketing

Course Content

In the past decade, the Internet has caused fundamental changes in the
way we live, learn, and do business. For marketers, the intense use of
digital media, and the widespread adoption of smartphones has truly
revolutionized the way marketing ‘is done’. More than ever before, word
of mouth and consumer communities are considered important market forces
that influence consumer decision-making all along the purchase process.
Moreover, companies are increasingly adopting a business logic based on
co-creating value propositions with customers. Marketing, as a function
that is closest to the consumer, plays a key role in giving shape to
this new era in business management. With today’s consumers continuously
connected online, it is imperative for marketing managers to monitor the
customer journey online in order to fully understand the impact of their
marketing activities and plan successful new online marketing
strategies. However, in the era of big data, managers often do not know
which metric to focus on and how to extract valuable information from
the data at hand.
By the end of this course, you will be able to assess qualitatively and
quantitatively online marketing strategies during three important
moments of the customer journey online: (1) Product search; (2)
Purchase; (3) Post-purchase. For each moment, you will identify which
factors play a bigger role in influencing consumers’ attitude and
behaviour, based on the literature and your own analyses. You will also
be able to use the information obtained to evaluate the ROI of digital
marketing and social media campaigns and build a successful online
marketing strategy.

Teaching Methods


Method of Assessment

(Interim) Assignment(s) - Group assessment.
Exam - Individual assessment.

Entry Requirements



Articles, cases, lecture slides.
The reading list will be announced on Canvas.

Additional Information

The lectures are interactive.

Recommended background knowledge

Marketing I and Marketing II.

General Information

Course Code E_EBE3_DMM
Credits 6 EC
Period P5
Course Level 300
Language of Tuition English
Faculty School of Business and Economics
Course Coordinator dr. F. Sotgiu
Examiner dr. F. Sotgiu
Teaching Staff

Practical Information

You need to register for this course yourself

Last-minute registration is available for this course.

Teaching Methods Seminar, Lecture
Target audiences

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