| Course ID: | MARK 4650S. 3 hours. |
| Course Title: | Digital Marketing Analytics |
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. |
| Oasis Title: | Digital Marketing Analytics |
| Duplicate Credit: | Not open to students with credit in MARK 4650, MARK 4650E |
| Nontraditional 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) |
|
| 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
Throughout the course, student teams gain practical, hands-on
experience by creating a measurement strategy and putting
$10,000 per month to work using Google AdWords for a non-profit
client which in the past have included Race for the Orphans and
the YWCA. |
| 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 |