MKTG 339 - Digital Marketing Analytics

3 Hour(s) Credit
Study and practice of digital marketing analytics, digital marketing fundamentals and strategic marketing analytics. Topics include marketing metrics, A/B testing, KPIs, attribution, Customer Lifetime Value analysis, segmentation analysis, RFM analysis, Search Engine Optimization (SEO), email analytics, paid search analytics, website analytics and social media analytics. Learning techniques include simulation, hands-on analytics exercises, use of analytics packages and lectures.
Three hours per week.
Prerequisites C or better in MKTG 330.