MKTG 4710 - Digital Analytics

This course introduces students marketing analytics and how marketing analytics drive and improve marketing decisions. Topics include the benefits and objectives of marketing analytics, metrics-driven techniques to improve business and marketing decisions, measuring advertising and marketing effectiveness, marketing mix modeling and best practices. A special focus will be made on the use of digital marketing analytics and their use in practice including A/B and multivariate conversion testing. Hands-on experiences will also be provided through spreadsheet models, calculations and digital analytics access.

Prerequisite/Corequisite:
Prerequisite: MKTG 3760 with a grade of C or higher and Admission to Upper Division

Hours:
3