MARK 460 - Digital Marketing Strategy and Analytics (3)

This course will take students through navigating the digital landscape and how to utilize data to guide this journey. Students will develop an understanding of what marketing channels contribute to a cohesive online presence, exploring areas such as organic and paid search, social media, and email marketing. Students will learn to identify key performance indicators to assess the performance of each channel as well as how to leverage these insights to shape future strategy. With a primary focus on Google Analytics data and other online data tools, students will gain an overarching view of how each channel in their marketing mix is performing and how to shape future strategy accordingly. Prereq: MARK 311. Offered: Fall and Spring.