This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

Students should have already heard of Google Adwords and know some basic web metrics terms

Learning outcomes

At the end of the course, the student should be able to:
At the end of the course, the student should be able to:
? Master the Key Performance Indicators used in Marketing : select them, set objectives, prioritize and differentiate short term/ long term measurements.
? Take into account the specificity of Digital and CRM campaign indicators in order to improve the marketing performance
? Define a web acquisition strategy
? Set up and optimize a SEA campaign
? Know how to analyze the Return On Investment of the campaign and decide on corrective actions.

Course description

Key marketing metrics to evaluation marketing performance online & offline
? Simulation game SIMBOUND which allows students to evaluate the performance of online marketing campaigns and understand the impact of decisions after each decision making round.

Class type

Class structure

Teaching methods

• Case study
• Coaching
• E-learning
• Interactive class
• Presentation
• Project work
• Tutorial

Assessment

Students will be assessed according to their team performance within the game, but also according to a mid-term written assignment by team.

Recommended reading

• Documents at students' disposal in Simbound platform Marketing Metrics: The Definitive Guide to Measuring Marketing Performance de Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. The Handbook of Brand Management Scales. Zarantonello, L. -