Lecture: 2 Hours
Seminar: 2 Hours
Total: 4 Hours
The course will involve a blend of lectures, discussions, workshops, online activities, computer applications, group work, and industry-related projects.
- 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
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
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.
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).