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 4650, MARK 4650S
Non-Traditional Format
This course will be taught 95% or more online.
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