MKTG-60500 Digital Marketing Analytics

Digital Marketing analytics is foundational to digital marketing because it is the language used to optimize and connect results across all digital marketing tactics (search, social media, email, display video, etc.).  This course provides an overview of the best approaches and practices in digital marketing measurements and analysis and offers an understanding of how these tools can be integrated to inform strategic direction.  Students will gain hands-on, working knowledges of a step-by-step approach to planning, collecting, analyzing, and reporting data using Google Analytics and other industry-relevant digital analysis applications.  Note that this course is NOT about specific online social media platforms that you may know well from a user perspective (e.g.. Facebook, Twitter, Instagram, Snapchat).  The goal is to provide marketers with the foundation needed to apply data analytics to real-world challenges they confront daily in their professional lives.  While individual platforms are important and will be discussed, the intention is to broaden perspectives vs narrow thinking with focus on a select few platforms that are popular today.  This course covers important techniques in digital marketing analytics structured around practice and application through simulation and certification.

Credits

3

Prerequisite

MKTG 60400