MRK 2250 Digital Marketing Analytics
Digital marketing tactics and tools are essential components of a business strategy in today's digital world. However, what differentiates many successful organizations from the rest is a data-driven and customer-centric approach. Marketing professionals with strong data analytics and problem-solving skills now have a competitive advantage above the rest. In this course, students learn about data sources, analytics techniques, using popular industry tools, and generating and reading reports. Students complete a project that provides opportunities to practice testing and optimization techniques for owned and paid media, extract meaningful insights from performance results, and make decisions that add value for both a company and its customers. The course concludes with an exam that enable students to earn an in-demand industry certification.
Prerequisites: MRK 2135
- Demonstrate knowledge of measurement models and data-driven decision making processes to achieve business and marketing objectives by earning an industry certification.
- Define key terms related to data types, sources, collection, processing, and reporting.
- Apply information from the digital marketing analytics project to make data-driven decisions that solve business problems and improve performance metrics on owned and paid media channels.
- Complete a digital marketing analytics project that includes utilizing optimization techniques, conducting A/B tests, reading reports, and analyzing results.
- Identify and practice using analytics tools that can be integrated into a marketing technology stack to manage and optimize an organization's owned, earned, and paid media.
Credit Hours: 3
- Classroom: 3 hours
- Division: Business and Public Services
- Department: Marketing
- Repeatable Credit: No
- Offered Online: No