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.

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Athena Title

Digital Marketing Analytics

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Equivalent Courses

Not open to students with credit in MARK 4650, MARK 4650S

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Non-Traditional Format

This course will be taught 95% or more online.

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Prerequisite

MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001H or MARK 3001E

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Grading System

A - F (Traditional)

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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

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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

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Institutional Competencies Learning Outcomes

Analytical Thinking

The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.

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