DMCS3170 Digital Analytics and Marketing Performance Measurement (4 op)

This course focuses on the use of analytics for generating market intelligence, measuring marketing performance, and making data-driven decisions. Students will learn essential concepts, techniques, and tools for analyzing digital data, using multidimensional marketing metrics, and evaluating and optimizing marketing performance.

By the end of this course, students will be able to:

• Use an analytical approach to marketing decision-making.
• Apply analytics techniques to measure marketing performance and solve marketing problems in a scientific and process-driven manner.
• Effectively communicate data-driven insights to top management.

This course is not taught 24-25

The course builds on DMCS3160 Digital Marketing Strategy, and therefore it must be completed before registering for this course.

• Coursebook and other literature assigned by the instructor
• Lecture content
• Other supplementary material provided by the instructor.