BUS 240 - Digital Marketing Analytics

Credits: 5
LEC hours per week: 5
Using industry standard platforms, students will learn how to collect and analyze marketing data to improve return-on-investment and conversion rates. Students will develop decision-making skills by practicing A/B testing using key performance indicators, and persuasion skills through the creation of marketing materials.
Prerequisite(s): BUS 215
Course Outcomes:

Differentiate analysis approaches and techniques that best support various business questions.
Describe how to connect paid media analytics to business results.
Identify a businessâ€™ current level of analytics maturity.
Analyze web metrics.
Use a decision-making framework as it relates to data analysis.
Design and apply A/B tests.
Analyze earned media metrics and plan performance enhancements.
Interpret competitor analytics to recommend business actions.

Course Topics:

Enhancing digital marketing effectiveness
Decision-making
Applying analytics to your marketing career
Consumer privacy
Persuasion
Key performance indicators
Budget allocation