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.
Athena Title
Digital Marketing Analytics
Equivalent Courses
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
Syllabus