This course introduces students to essential metrics and analytical tools used to evaluate marketing performance, covering both traditional and digital channels.

In addition, the module emphasizes the growing role of Artificial Intelligence (AI) in processing data, forecasting trends, and optimizing marketing strategies.

Through case studies, hands-on exercises, and group projects, students will learn to interpret data, assess campaign effectiveness, and make data-driven decisions using modern AI-driven tools.

Contribution to programme learning objectives :

Leverage the economic, ecological, social performance of the firm and its operations to Change Business models #ChangeBusiness

Topic covered :

- Understand the fundamental concepts and significance of marketing metrics.
- Identify and measure key performance indicators (KPIs) in various marketing channels.
- Analyze data to evaluate the effectiveness and ROI of marketing campaigns.
- Utilize digital tools—including AI-powered analytics—for reporting and interpreting marketing performance.
- Develop actionable insights to optimize marketing strategies with the support of AI-driven data analysis.