MK 415 - Digital Marketing and Analytics

(3.00 cr.)

Digital marketing and analytics are indispensable in modern marketing. Social media, CRM, direct marketing, content creation and distribution, communications, and brand management are all technology dependent, and produce data that marketers depend on to make decisions. This course introduces students to marketing technology platforms, such as Marketo™ (direct marketing), SalesForce.com™ (CRM), Adobe Omniture™ (web analytics), social media analytics, and analytic tools like Iconosquare™ (Instagram), Tableau™ or PowerBI™. Students connect the dots between technology tools and strategy, data, analytics and insights; providing them with the knowledge and skills necessary for a career in marketing.

Prerequisite: MK 240 or BH 240 , and 60 credits.
Sessions Typically Offered: Fall/Spring
Years Typically Offered: Annually

Interdisciplinary Studies: DS