MKT 4560X: Digital Marketing Analytics
Credits: 3. Contact Hours: Lecture 3.
Prereq: MKT 3400 and STAT 2260 or equivalent
Digital marketing provides marketers with a lot of consumer data. This course explores topics such as organic and paid search, social media, and email marketing to understand how they contribute to a cohesive online presence. Identification of key performance indicators to determine the performance of the digital marketing activity in each channel, as well as how to leverage these insights to formulate future strategies are key objectives.
(Typically Offered: Spring)