339014a Marketing Tools and Analytics
| Zuletzt geändert: | 24.08.2026 / Rottmann |
| EDV-Nr: | 339014a |
| Studiengänge: |
Social Media Marketing & Management, (Bachelor, 7 Semester, Zulassung ab Wintersemester 2024/2025), Prüfungsleistung im Modul Marketing Tools and Analytics
in Semester
4
Häufigkeit: unregelmäßig |
| Dozent: | |
| Sprache: | Englisch |
| Art: | - |
| Umfang: | 4 SWS |
| ECTS-Punkte: | 5 |
| Prüfungsform: | |
| Beschreibung: | This course covers the full toolkit of modern marketing analytics, building on the Statistics and Market Research courses from semester 2: Foundations: metrics vs. KPIs, the marketing funnel, vanity vs. actionable metrics; tracking infrastructure (UTM parameters, pixels, cookies) and GDPR-compliant data collection; spreadsheet skills for marketers (formulas, PivotTables); identifying seasonality and trends. Tools and data: Google Analytics 4 (event model, acquisition and engagement reports, explorations, funnels, audiences and cohorts); SEO fundamentals and audit tools (e.g. Semrush, PageSpeed Insights); platform-native social media analytics (Instagram, TikTok, LinkedIn, YouTube); social listening and competitive benchmarking; paid social analytics. Analysis: A/B test design and interpretation, building on inferential statistics; marketing ROI and attribution modeling; customer lifetime value; customer segmentation (RFM). Synthesis: reporting, measurement scorecards and data storytelling; dashboard design in Looker Studio/Tableau; a final graded dashboard build with a live walkthrough. Throughout the course, students apply these skills to a running case brand (fritz-kola) and the GA4 Demo Account (Google Merchandise Store). Each student also researches and delivers a 45-minute peer-taught lecture on an advanced analytics topic (e.g. AI-driven search/GEO, influencer marketing measurement, attribution modeling, dashboard design). |
| English Title: | Marketing Tools & Analytics |
| English Abstract: | This course teaches students how to plan, execute, and interpret digital marketing analytics using industry-standard tools. Building on the second-semester Statistics and Market Research courses, students apply KPI frameworks, tracking infrastructure (UTM parameters, pixels, GDPR-compliant tracking), Google Analytics 4, SEO and social media analytics, A/B testing, and attribution modeling to real case studies such as fritz-kola and the Google Merchandise Store demo account. Across the semester, students produce a KPI framework, a GA4 analysis report, a competitive benchmarking report, and an interactive dashboard, and each student delivers a 45-minute peer-taught lecture on an advanced analytics topic. The course concludes with a graded Looker Studio dashboard build and a live walkthrough, preparing students to work as data-literate marketing analysts. |
| Literatur: |
Grayson, N.: Foundations in Digital Marketing (free open textbook, online)
Digital Analytics for Marketing
Hemann, C. / Burbary, K.: Digital Marketing Analytics, 2nd Edition
Winston, W.: Marketing Analytics: Data-Driven Techniques with Microsoft Excel
Consumer Behaviour and Analytics
Innovations and Social Media Analytics in a Digital Society
Weitere Literatur finden Sie in der HdM-Bibliothek. |
| Internet: | Google Analytics 4 Help Center: https://support.google.com/analytics/answer/10089681 GA4 Demo Account (Google Merchandise Store): https://support.google.com/analytics/answer/6367342 Google Skillshop (GA4 Certification): https://skillshop.exceedlms.com/student/catalog Semrush: https://www.semrush.com/ |