MKT (0212) 788 - Digital and Social Media Marketing Analytics

Credits: 3.00

Students will explore different marketing analytics approaches to collect, analyze, and interpret large digital data sets. Class sessions will include lectures, case studies, and term projects. Special emphasis will be given to experiential learning through term projects. Students will discuss real world examples and learn by actually analyzing marketing data.

Prerequisite 1: MKT 580
Course Learning Goals: Upon successful completion of this course, students will be able to:

Prioritize what to measure and analyze (Chapters 1~3)
Use different marketing analytics approaches to maximize customer experiences (Chapters 4~6, and 10)
Measure digital media ROI (Chapter 7)
Track the performance of paid, earned, and owned digital channels (Chapters 8~9)