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.

OUTCOMES AND OBJECTIVES
Outcome 1: Upon completion of this course, students will be able to summarize the role of digital marketing analytics in the marketing mix.

Objectives:

Discuss the evolution of marketing and how it shaped digital marketing analytics.
Describe data structures, types of reports, and data roles.
Describe the scale of personal and consumer data collected in the digital age.
Discuss the concept of data privacy.
Distinguish between internal and external data.
Discuss analytics initiatives pursued by successful businesses in the digital age.
Identify the importance of data collection.
Explain digital marketing analytics.

Outcome 2: Upon completion of this course, students will be able to apply analytics data used to make digital marketing decisions.

Objectives:

List tactics for collecting data and the main sources of digital marketing media data including owned, paid, and earned media.
Identify benchmarking data.
Identify key performance indicators (KPIs) for digital marketing platforms.
Identify measurement tools for digital marketing platforms.
Interpret digital market data.
Practice with digital analytics including collecting, analyzing, and interpreting data for digital marketing platforms.

COMMON DEGREE OUTCOMES (CDO)

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
COURSE CONTENT OUTLINE
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
Dean
Balsamo, Michael

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