DMC 3390 - DIGITAL MARKETING ANALYTICS AND EXPERIMENTATION

credits: 3.0
Crosslisted/Same As: MKT 3390
Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, you’ll learn to design experiments that rigorously test various marketing decisions, analyze digital customer behavior data using a variety of tools, and leverage data to refine marketing strategies and improve customer acquisition. Objectives: A) Analyze data sets to interpret meaningful results that inform actions for organizations and businesses; B) Create digital marketing campaign reports to address common questions and interests of organizational leaders using industry-standard tools and metrics; C) Set SMART goals and objectives for all digital marketing initiatives by detailing the alignment of digital marketing strategies with larger business goals; D) Design experiments that identify areas to improve campaign performance and connect to overall business goals; E) Optimize digital campaign performance by reviewing the results of campaigns, running experiments to inform strategy revisions; F) Produce and present data visualizations that portray compelling narratives to inform and influence business; F) Explain the effects of new technologies, tools, and trends on digital marketing analytics and apply that critical thinking to continuously innovate on marketing strategy; G) Apply data ethics and regulatory compliance in the various stages of marketing analytics, including data collection, analysis, and presentation. Method of Instruction: On-line. Method of Evaluation: Onboarding Assignments 50 5%, Weekly Assignments 250 25%, Discussions 50 5%, Quizzes 150 15%, Professional Development 30 3%, Midterm Project 120 12%, Final Project 300 30%, Google Certification Exam 50 5%.

Prerequisite(s): MKT 2250 and MAT 1030 OR MKT 2250 and MAT 1060 OR MKT 2250 and DMC 3190 OR MKT 2250 and MKT 3190 OR MKT 2250 and DMC 3290 OR MKT 2250 and MKT 3290 OR MKT 2250 and DMC 3295 OR MKT 2250 and MKT 3295 OR MKT 2250 and DMC 3000 OR MKT 2250 and MKT 3000 and have the new proposed RIZE course, entitled, Introduction to Digital Marketing completed.