MKTG-4835 Digital Marketing Analytics

Description

Digital Marketing Analytics introduces students to the concepts, tools, and techniques used to collect, analyze, and interpret digital marketing data for informed managerial decision-making. The course focuses on understanding online consumer behavior, measuring and evaluating digital campaign performance, and applying data-driven insights to improve digital marketing strategies. Emphasis is placed on hands-on learning using freely available platforms, datasets, and analytical tools. No textbook purchase is required; all course materials are provided at no cost through open educational resources (OER), instructor-created content, and publicly accessible tools. Upon completion of the course, students will be able to assess a company s online presence and critically evaluate its digital marketing performance.

Requisites

Prerequisites: MKTG 3803

Course Hours

Lecture Hours: 3.00 Lab Hours: 0Total Hours: 3.00