Comprehensive digital marketing analytics training. Students earn Google Analytics and Google Ads certifications while developing Meta and Programmatic/CTV skills. Create client-ready measurement strategies and media plans demonstrating budget allocation and ROAS projections. Prepares students for analytics and media planning roles.
Athena Title
Digital Marketing Analytics
Equivalent Courses
Not open to students with credit in MARK 4650E, MARK 4650S
Prerequisite
MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E
Grading System
A - F (Traditional)
Student learning Outcomes
Students will analyze multi-channel digital marketing data to determine KPIs, calculate ROAS, and optimize budget allocation across Google, Meta, and programmatic platforms
Students will compose client-ready media plans that translate analytics insights into strategic recommendations with clear budget rationales and performance projections
Topical Outline
Google Analytics Foundation
Google Search Ads
Meta Media Buying
Programmatic & Connected TV
Measurements for determining performance and profitability
Determining appropriate KPIs
Multi-channel/multi-device analytics
Using analytics to improve digital marketing strategy
Developing and presenting reports on digital marketing effectiveness
Institutional Competencies Learning Outcomes
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
