2024-2025 Academic Catalog 
    
    Nov 18, 2024  
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2024-2025 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 and web analytics, and social listening/monitoring. The course will also cover the metrics, key performance indicators, and basic tools (e.g., Google Analytics 4 and online experiments) used to evaluate the effectiveness of digital marketing campaigns. 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, exercises, and certifications.

Prerequisites: STAT 4450  or STAT 4300  or MPA 3002 (Pathway students only)

Anticipated Terms Offered: Annually
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