Digital Marketing Analytics

Undergraduate Prerequisites: QSTMK 223 and QSTXP 298, or QSTMK 323. Pre-req for SHA students: SHA HF260 - This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitate conversion, and social medial both energizes and retains customers. The course develops essential data analytics skills--critical thinking, data mining, experimental analysis and design--applied to ad campaign, ad attribution, and social media data.