MKT 569 - Digital Marketing Analytics

In the rapidly evolving digital landscape, the ability to analyze and interpret data is crucial for making informed marketing decisions. This graduate-level course provides an overview of the knowledge, tools, and techniques currently used to decode complex digital marketing data. Students will gain practical expertise applying multiple analytical techniques across a variety of digital marketing scenarios. We will emphasize the critical problem-solving skills needed to transform observed patterns into managerial insights, while keeping in mind that the principles of marketing still apply, regardless of the medium. By the course’s end, students should be able to use data-driven approaches to optimize campaigns, drive customer engagement, and lead data-informed marketing initiatives in the digital age.

3 credits

Prerequisite(s): Students enrolled in the MBA, MBX, MSDA, or MSBAI programs.

Grading Letter graded (A, A-, B+, etc.)