DIGITAL MARKETING ANALYTICS
Introduces business analytic techniques applied in the context of digital marketing. Includes approaches to design, run, evaluate, and improve online marketing tactics in order to meet specific business objectives such as customer acquisition. Covers digital analytics methods and execution of marketing tactics with data-driven techniques. Emphasizes the implementation of analytic skills on practical problems.
Prerequisites & course information
Requisites: Graduate/professional standing Course Designation: Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Spring 2026 Learning Outcomes: 1. Develop an understanding of digital marketing tools and their applications including but not limited to targeted advertising, social media marketing, and search engine advertising. Audience: Graduate 2. Identify and apply analytical methods of evaluation including data visualization, experimental design, regression analysis, factor analysis, and machine learning methods. Audience: Graduate 3. Gather and analyze data for a product category/brand from a variety of digital sources to evaluate the effectiveness of digital marketing approaches. Audience: Graduate 4. Recognize the ethical considerations in digital marketing, including privacy concerns, data security, and the impact of personalized advertising on consumer behavior. Audience: Graduate Learning Outcomes: 1. Develop an understanding of digital marketing tools and their applications including but not limited to targeted advertising, social media marketing, and search engine advertising. Audience: Graduate 2. Identify and apply analytical methods of evaluation including data visualization, experimental design, regression analysis, factor analysis, and machine learning methods. Audience: Graduate 3. Gather and analyze data for a product category/brand from a variety of digital sources to evaluate the effectiveness of digital marketing approaches. Audience: Graduate 4. Recognize the ethical considerations in digital marketing, including privacy concerns, data security, and the impact of personalized advertising on consumer behavior. Audience: Graduate
Sources
- Course catalogue ↗2026-2027