GB 740 - Digital Marketing and Analytics

(3.00 cr.)

Digital marketing is how marketing strategy gets executed in the digital space. No area of business has been more fundamentally transformed by technology than marketing. Social media, CRM, direct marketing, search, online advertising, content creation and distribution, communications, and brand management are all technology dependent. This course introduces students to marketing technology platforms such as Marketo (direct marketing), SalesForce.com (CRM), Google Analytics (web analytics), social media management, and analytic tools like Iconosquare (Instagram), Tableau or PowerB1. Students connect the dots between technology tools and strategy, data, analytics and insights; providing them with the knowledge and skills necessary for contemporary marketing.

Prerequisite: GB 702 .
Sessions Typically Offered: Varies
Years Typically Offered: Annually