MKT-456 Digital Marketing Analytics
This course addresses the application of quantitative marketing techniques and methods in the context of the digital world. In this course, students will learn a comprehensive set of powerful tools for digital/social media marketing, such as search engine optimization (SEO), Google AdWords, social media listening, multi-channel attribution modeling, and customer path-to-purchase. Upon successful completion, students shall be able to design and/or evaluate the performance of digital marketing campaigns through the application of the most commonly used tools in the industry.