DIGITAL MARKETING ANALYSIS (4 CREDITS)

Learning Outcomes:

On successful completion of this course, students will be able to: LO1 – describe Digital Marketing; LO2 – describe Digital Analytics and Tools; LO3 – construct Digital Marketing Analytics; LO4 – analyze Digital Analytics Reports.

Topics:

1. Understanding the Synergetic Digital Ecosystem;
2. Understanding Digital Analytics Concepts;
3. Choosing Your Analytics Tools;
4. Digital Analysis: Brand, Audience, and Ecosystem;
5. Return on Investment;
6. Understanding Digital Influence;
7. How to Use Digital Analytics to Inform Marketing Programs;
8. Improving Customer Service;
9. Using Digital Analytics to Anticipate a Crisis;
10. Launching a New Product;
11. Building Your Research Plan;
12. Building Reports that Will Actually Be Useful;
13. The Future of Digital Data.