UGA Bulletin

Course Description

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 4650, MARK 4650E

Non-Traditional Format

Course includes a service-learning project during the semester that either employs skills or knowledge learned in the course or teaches new skills or knowledge related to course objectives. Students will be involved in the planning and implementation of the project(s) and may spend time outside of the classroom. Students will be engaged in the service-learning component for approximately 25-50% of overall instructional time.

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.

Syllabus

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