Managing Digital Engagement

(3 Credit Hours) · Undergraduate

This digital revolution has prompted marketers to rethink their digital strategies and leverage data to optimally 'engage' their audiences on these contemporary platforms. In keeping with this trend, this course will help students build job-ready skills for measuring, evaluating, and responding to digital engagement using mathematical and data-driven methods. Students will learn to frame marketing questions quantitatively and use spreadsheets and Stata to build, estimate, and interpret models that inform marketing strategy. Some math and statistics background (e.g., algebra, calculus, and probability) will be assumed and is essential for the successful completion of this course.