MKTG 428: Digital Marketing Analytics

Course Description

The course provides the conceptual and technical foundations of digital marketing analytic techniques. Its primary focus is the execution and measurement of digital marketing campaigns. The course takes a strategic focus by emphasizing the importance of formulating goals/objectives/KPIs and then tracking how the marketing campaign performs according to them. The course focuses on social media, search engine optimization, and web analytics. For each of these digital avenues, students will acquire skills that will allow them to understand and execute a successful digital marketing campaign. Prerequisites: (ECON 210 w/C or MATH 301 w/C or MATH 201 w/B or PSYCH 203 w/B or SOC 281 w/B) AND EITHER (Admitted to the School of Business) OR (60 credits and 2.2 GPA). Special course fees may apply.