Prerequisites: MARK 460 or equivalent. Restricted to Graduate Business students.
This course is centered around decision-making based on data gathered from users' interactions with digital channels such as websites, online search (organic and paid), display media, social media, email, and mobile. Students will learn how to define objectives, collect, and analyze data, and recommend useful insights for more effective marketing strategies.
Outcomes: Students will be able to understand how consumers interact with brands across owned, paid, and earned media; Students will be able to apply the digital marketing analytics process into various decision-making situations\\n; Students will be equipped to establish business measurement models and identify KPIs for various digital media; Students will have the ability to analyze the digital marketing strategies adopted by a firm and recommend data-driven decisions; Students will be able to evaluate the effectiveness of different digital media channels.
This course is centered around decision-making based on data gathered from users' interactions with digital channels such as websites, online search (organic and paid), display media, social media, email, and mobile. Students will learn how to define objectives, collect, and analyze data, and recommend useful insights for more effective marketing strategies.
Outcomes: Students will be able to understand how consumers interact with brands across owned, paid, and earned media; Students will be able to apply the digital marketing analytics process into various decision-making situations\\n; Students will be equipped to establish business measurement models and identify KPIs for various digital media; Students will have the ability to analyze the digital marketing strategies adopted by a firm and recommend data-driven decisions; Students will be able to evaluate the effectiveness of different digital media channels.