| Course ID: | MARK 4650. 3 hours. |
| Course Title: | Digital Marketing Analytics |
Course
Description: | Examination of how businesses and brands measure the
effectiveness of digital marketing strategies. Emphasis is
placed on using data to both evaluate a company’s level of
digital marketing sophistication and to recommend digital
marketing strategies. |
| Oasis Title: | Digital Marketing Analytics |
| Duplicate Credit: | Not open to students with credit in MARK 4650S, MARK 4650E |
| Prerequisite: | MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, the student should be able to:
• Explain the elements of a digital marketing strategy
• Determine digital marketing ROI
• Understand and apply popular tools measuring digital
effectiveness
• Understand how to use keyword analysis and optimization
within a digital marketing framework
• Be familiar with multi-channel/multi-device analytics
• Use analysis to improve marketing campaign performance
• Prepare effectiveness reports |
| Topical Outline: | • Digital marketing components
• Measurements for determining performance and profitability
• Optimization of digital conversions
• Determining appropriate KPIs
• Determining listening and brand sentiment across campaigns
• Using customer experience analytics
• Search analytics
• Keyword analysis and optimization
• Multi-channel/multi-device analytics
• Appropriate methods for visitor measurement
• Using analytics to improve digital marketing strategy
• Developing and presenting reports on digital marketing
effectiveness |