- The evolution of digital marketing analytics and web intelligence
- Using digital analytics to understand consumers
- Relevant tools and platforms that collect, track, and/or assess marketing or consumer data
- Application of analytics in campaigns, web/search, digital advertising, social media, mobile, and/or site optimization
- Setting up digital marketing analytics for an organization to align with marketing goals
- Evaluation of online data and insight generation pertaining to key metrics and performance indicators (KPIs), return on investment (ROI), and marketing strategies
- Reporting, communication, and visualization of digital analytics
- Marketing automation as it pertains to digital analytics
- Strategizing with digital marketing analytics
- Industry certification(s) as applicable
The course will involve a blend of lectures, discussions, workshops, online activities, computer applications, group work, and industry-related projects.
Midterm Examination 20-25%
Term Project 20-30%
Final Exam 20-30%
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON THEIR TOTAL NON-GROUP EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
At the end of the course, the successful student should be able to:
- Analyze the use and evaluate the need of digital marketing analytics in marketing strategy
- Choose how to collect, measure, analyze, and interpret marketing analytics and data to enhance strategies and decisions
- Use relevant marketing analytic tools, dashboards, and platforms
- Generate strategic marketing insights and measure success with digital marketing analytics
- Communicate findings in various forms including visualization and reporting
- Construct and execute a digital analytics plan/program for marketing purposes
Online articles as assigned.
Textbooks and materials to be purchased by students.
Sponder, M. and Khan, G.F. Digital Analytics for Marketing, Latest edition. Routeledge (or equivalent as approved by Department).
Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.
These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca
|Institution||Transfer Details for MARK 4420|
|Athabasca University (AU)||AU MKTG 3XX (3)|
|College of the Rockies (COTR)||COTR MKTG 4XX (3)|
|LaSalle College Vancouver (LCV)||LCV BUS 2XX (3)|
|North Island College (NIC)||NIC BUS 3XX (3)|
|Northern Lights College (NLC)||NLC MGMT 1XX (3)|
|Simon Fraser University (SFU)||SFU BUS 2XX (3)|
|Thompson Rivers University (TRU)||TRU MKTG 4XXX (3)|
|University Canada West (UCW)||UCW MRKT 4XX (3)|
|University of Northern BC (UNBC)||UNBC COMM 3XX (3)|
|University of the Fraser Valley (UFV)||UFV BUS 3XX (3)|