Course Description
Students are introduced to the marketing analytics process with emphasis on analyzing digital marketing data. Students learn common performance metrics of digital marketing data and the tools to analyze digital data. Prerequisite: MKT 320.
Syllabus
Student Learning Outcomes, Goals, Objectives:
Students successfully completing this course will be able to:
In today’s digital landscape, companies have access to an unprecedented volume and variety of marketing data from sources such as websites, search engines, social media platforms, and mobile applications. This abundance of consumer data makes it essential for marketers to analyze and interpret digital information effectively. The primary goal of this course is to equip students with the knowledge and skills to leverage digital marketing analytics for data-driven decision-making. By the end of the course, students will be prepared to apply analytical techniques to extract insights, evaluate performance, and develop informed marketing strategies that enhance organizational success.
Course Grading Information:
| Activity/Performance Measure | Percentage/Points |
|---|---|
| Digital Marketing Analytics Simternship | 300 points |
| Chapter Quiz | 165 points |
| Exam 1 | 100 points |
| Exam 2 | 100 points |
| Exam 3 | 100 points |
| Final Exam (optional) | 100 points |
| Semrush Fundamentals of MA Certification | 65 points |
| Semrush Search and Conversions Certification | 65 points |
| Semrush Get a Job Certificate | 55 points |
| Semrush Maximizing ROI Certification | 50 points |
Grading Scale
| Percentage | Letter Grade |
|---|---|
| 93–100% | A |
| 90–92.99% | A− |
| 87–89.99% | B+ |
| 83–86.99% | B |
| 80–82.99% | B− |
| 77–79.99% | C+ |
| 73–76.99% | C |
| 70–72.99% | C− |
| 67–69.99% | D+ |
| 60–66.99% | D |
| Below 60% | F |
Attendance/Participation:
Attendance/participation is not a graded component included in the student's final grade for this course.
Course Materials Purchased by the Students:
No course materials are required.
Scholarly Perspectives
This course engages diverse scholarly perspectives to develop critical thinking, analysis, and debate and inclusion of a reading does not imply endorsement.