Integrating Metrics Across the Marketing Curriculum

Abstract

Modern digital and social media formats have revolutionized marketing measurement, producing an abundance of data, meaningful metrics, new tools, and methodologies. This increased emphasis on metrics in the marketing industry signifies the need for increased quantitative and critical thinking content in our marketing coursework if we are to adequately prepare our students for industry needs. This article discusses the growing relevance of marketing metrics, reviews the metrics currently available for digital and social media, provides two real-world examples of organizations using digital and social media metrics to drive strategic marketing decisions (especially integrated marketing communication decisions) and offers both suggestions for how to weave more digital and social media quantitative analysis and critical thinking skills into our marketing courses and examples of student work using social media tools.