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Clark University Home > Academic Catalog

Clark University    
 
    
 
  Dec 18, 2017
 
2017-2018 Academic Catalog

MKT 5495 - Digital Marketing Analytics


This course will cover the what, why, and how of major digital marketing approaches, including search engine optimization, search and display ads, mobile marketing, social media, and online listening/monitoring. The course will also cover the key performance indicators and basic techniques to evaluate the effectiveness of online marketing campaigns, including Google Analytics, regression analysis, logistic regression, and online experiments. This course provides a quantitative and qualitative approach to understanding and harnessing tools in digital marketing analytics to meet business objectives. The course is designed to get students to think like a digital marketing professional, and to give students experience with industry-relevant hands-on assignments and exercises.

 

Prerequisites: MKT 4400  or STAT 4450  

Anticipated Terms Offered: Annually