Jun 16, 2024  
College Catalog 2023-2024 
College Catalog 2023-2024 [ARCHIVED CATALOG]

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MKTG 2055 - Digital Marketing Analytics

Credit Hours: 3.00

Prerequisites: MKTG 1010  and MKTG 1050  

This course builds on E-Marketing concepts by introducing analytical strategies, tools, and software used to measure digital marketing campaign effectiveness.  Topics will include collecting data, identifying key performance indicators (KPIs), and analyzing data used in decision making specific to digital marketing campaigns.

Billable Contact Hours: 3

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Transfer Possibilities
Michigan Transfer Network (MiTransfer) - Utilize this website to easily search how your credits transfer to colleges and universities.
Outcome 1: Upon completion of this course, students will be able to explain digital marketing analytics and its importance.

  1. Discuss the evolution of marketing and how it shaped digital marketing analytics.
  2. Describe data structures, types of reports, and data roles.
  3. Describe the scale of personal and consumer data collected in the digital age.
  4. Discuss the concept of data privacy.
  5. Distinguish between internal and external data.


Outcome 2:  Upon completion of this course, students will be able to identify technology’s role in digital marketing analytics and decision making.

  1. Discuss the analytics initiatives pursued by successful businesses in the digital age.
  2. Define the scale and evolution of marketing technology.
  3. Discuss the advantages of data-driven decision-making.


Outcome 3:  Upon completion of this course, students will be able to utilize data collection in digital marketing decisions.

  1. Identify the importance of data collection.
  2. List the tactics for collecting data and the main sources of digital marketing media data including owned, paid, and earned media.
  3. Identify benchmarking data.
  4. Recognize the importance of data quality.


Outcome 4: Upon completion of this course, students will be able to apply analytics data used to make decisions for various digital market platforms.

  1. Identify key performance indicators (KPIs) for digital marketing platforms.
  2. Identify measurement tools for digital marketing platforms.
  3. Interpret digital market data.
  4. Practice with digital analytics including collecting, analyzing, and interpreting data.

  • Communication: The graduate can communicate effectively for the intended purpose and audience.
  • Critical Thinking: The graduate can make informed decisions after analyzing information or evidence related to the issue.
  • Global Literacy: The graduate can analyze human behavior or experiences through cultural, social, political, or economic perspectives.
  • Information Literacy: The graduate can responsibly use information gathered from a variety of formats in order to complete a task.
  • Quantitative Reasoning: The graduate can apply quantitative methods or evidence to solve problems or make judgments.
  • Scientific Literacy: The graduate can produce or interpret scientific information presented in a variety of formats.
CDO marked YES apply to this course:
Communication: YES
Critical Thinking: YES
Information Literacy: YES
Quantitative Reasoning: YES
Digital Marketing Analytics Introduction

Digital Consumer

Data Collection

  • Company
  • Competition
  • Industry

Data-Driven Decisions

KPIs and collection methods

  • Websites
  • Search
  • Paid and earned media
  • Social media
  • Mobile
  • Email

Primary Faculty
Beauchamp-Doll, Monique
Secondary Faculty
Rice, Joe
Associate Dean
Johnson, Elise
Balsamo, Michael

Primary Syllabus - Macomb Community College, 14500 E 12 Mile Road, Warren, MI 48088

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