Marketing and communication metrics

Marketinške in komunikacijske metrike

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 30 hours of exercises, 0 hours of seminars, 0 hours other forms of work)

Course holder:

prof. dr. Urška Golob Podnar

Lecturers:

• Assoc. Prof. Anže Burger
• Tch. Asst. Aljaž Seliškar

Type:

Required

Language:

Slovenian

Semester:

First semester

Study degree

1. level

Course execution:

• Undergraduate Programme of Communication studies - Marketing Communication and Public Relations

Short content

Marketers are faced with an increasing volume and range of marketing and communication data, innovative methods of analysis and new measures of effectiveness. This course provides students with state-of-the-art contemporary marketing and communication metrics and analytic tools. It equips students with the ability to selectively analyze different sets of data for insight, and to undertake effective decision making in relation to the utilization of resources. Course content units: 1) Metrics and analytics 2) Measuring effectiveness and efficiency 3) Analytics for decision making