MKTG 425 Advanced Digital Marketing Analytics
This course gives students a contemporary background in digital marketing analytics. The course integrates two
areas: marketing analytics and digital marketing. Students will be able to develop marketing decisions in a richer,
and more powerful, way using a quantitative, data-driven approach. They learn how to develop marketing goals,
from the consumer journey, that measure the brand¿s success. Then, students conduct different statistical analyses
that interpret how well marketing goals are met. These different statistical analyses allow students to get a very
practical understanding about how to make the types of complex and important decisions needed for 21st century
marketing management.
Prerequisites
4 Undergraduate credits
Effective May 2, 2023 to present
Learning outcomes
General
- Discuss how marketing analytics, digital marketing. and marketing management overlap with each other and provide a more integrated understanding of marketing, than they do by themselves.
- Apply data visualization and storytelling to better understand the consumer, and the consumer journey, when making marketing decisions.
- Explain the relevance of having a goal-focus and Key Performance Indicator-focus when developing digital marketing decisions.
- Describe some of the considerations, and types of information available, of marketing analysts when they attempt to reach consumers through owned media, paid media, earned media, email marketing, mobile marketing, and with other marketing channels.
- Describe some of the different descriptive, exploratory analyses used in marketing analytics and identify their roles in marketing strategy development.
- Apply very basic types of assessment used to interpret a regression and other forms of predictive statistical analyses.
- Apply different ¿state-of-the-art¿ forms of statistical analyses (such as Artificial Intelligence and Machine Learning) that are important when making contemporary marketing decisions.