Campaign Metrics and Assessment | Marketing Communications

Top Three Course Takeaways

You learn the approach of understanding what makes a campaign a success at the beginning of your planning aspect.
Knowing how to gather the data you need and what tools you can use to gather that data.
What are Key Performance Indicators (KPIs) and how to establish what ones are important to report to managers and CEOs.

Course Topics

Marketing Metrics Overview
Campaign Planning: Market Share Metrics
Standard Metrics for Online and Offline Marketing Campaigns
Digital Marketing Metrics
Website Metrics and Assessment
Social Media Metrics and Assessment
Email, A/B Testing and Dashboard Reporting

WORKLOAD: (8-10 hours per week)

This course explores how data informs key performance indicators that define a campaign’s success. Students examine how metrics can rely on data for maximum benefit and survey available metrics and assessment platforms.

Course Learning Outcomes:

Identify key performance indicators to track the results of a marketing communications campaign.
Select data sources that can be used to evaluate the achievement of key performance indicators.
Write clearly defined and measurable campaign objectives that identify the anticipated campaign outcomes.
Compute campaign return on investment (ROI) to evaluate marketing communications expenditures versus impact on brand.
Design campaign tracking methods to assess and improve effectiveness during the marketing communications campaign.

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Campaign Metrics and Assessment Instructors

Directory
Kevin Beatty Marketing Executive, B2B Technology Industry	kbeatty2@mix.wvu.edu	Read More: Beatty
Catherine A. Lada President of Lada Consulting, LLC	cal0030@mix.wvu.edu	Read More: Lada
Josh Wilson Senior Vice President of Marketing for Whitefish Credit Union	jsw0022@mix.wvu.edu	Read More: Wilson