MKTG 549 - Digital Marketing Analytics

Credits: 3
Prerequisite: MKTG 320 or MKTG 603
Dual-Listed Class: MKTG 449
Description: Assess digital marketing analytics and apply it to your marketing career. Identify the advantages of data-driven decision-making and apply the decision-making framework — question, curate, analyze, and optimize. Measure and analyze customer response to earned, paid and owned media using each of the digital optimization tools such as Google Analytics so that students can make data-driven decisions in business. Develop a Digital Marketing Analytics Dashboard for a publicly traded company.