MKTG 6350 - Digital and Social Media Marketing Analytics

Credit Hours: 3

Description Students will learn the steps to using web and social media analytics to improve site design, bolster paid and organic search performance, increase lead quality and optimize conversion rates, engage in listening strategies, and improve overall return on digital marketing investment. Topics covered will include use of A/B testing, multivariate modeling, and AI in creating more effective, personalized digital marketing campaigns. The course will emphasize experiential learning, including application of leading digital marketing management and analytics tools to real data, via live cases and simulations. PREREQUISITE(S): SCMS 3711 or equivalent Standard Letter