Course: Smart Marketing credits: 5

Course code
CIVB22SMM
Name
Smart Marketing
Study year
2026-2027
ECTS credits
5
Language
English
Coordinator
O. Baart
Modes of delivery
  • Tutorial
Assessments
  • Smart Marketing - Other assessment

Learning outcomes

Learning Outcomes
After completing this course the student is able to:

  • understand the relationship between business goals and campaign marketing goals
  • develop campaign marketing goals
  • identify metric and KPI selection options within different marketing channels and relate these to campaign marketing goals
  • analyse marketing impact using tools such as Google Analytics

Content

Content
In this course, you deepen your understanding of marketing goals and their implications for campaign planning and evaluation. You will learn to:
  • connect business objectives with specific marketing campaign goals
  • select appropriate KPIs and metrics for different marketing channels
  • measure marketing impact through practical analytics tools, including Google Analytics
  • apply goal-setting, monitoring, and evaluation techniques to real-life marketing scenarios
The course emphasizes hands-on application to ensure you can integrate campaign goals with business strategy and assess marketing performance effectively.

Literature/study materials
See Brightspace or intranet.

 

Included in programme(s)

School(s)

  • Entrepreneurship, Communication & Marketing
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