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The Reed College of Media and College of Creative Arts will merge to form the new WVU College of Creative Arts and Media as of July 1, 2024. Get details.

Top Three Course Takeaways

  1. You learn the approach of understanding what makes a campaign a success at the beginning of your planning aspect.
  2. Knowing how to gather the data you need and what tools you can use to gather that data.
  3. 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

Beatty headshot
Kevin Beatty Marketing Executive, B2B Technology Industry Read More: Beatty
Krueger headshot
Robert Krueger Executive Communications Manager for Gensler Read More: Krueger
Wilson headshot
Josh Wilson Senior Vice President of Marketing for Whitefish Credit Union Read More: Wilson