MKT 9715 Web Analytics Section QM
Instructor: Sponder, M
Data is now the key driver behind most business decision making and strategy. The field that measures all online, social and mobile interactions is called Web or Digital Analytics. In this course students will investigate how digital analytics plays a pivotal role in business decision-making. Students will gain an understanding of the strategic and operational aspects of web analytics tools and technologies, how web analytics can influence business decisions and how these decisions can impact customer relationships, brand response, and potentially, sales. Web analytics marries standard market research techniques with statistical data analysis to create benchmarks that determine if a digital property is meeting its goals. By understanding what user interactions can be measured and their value, businesses can better leverage the multiple streams of data created by their digital, social and mobile channels to understand the direct and indirect connections with their customers. A key component of the course is to train students in understanding the difference between data analysis and insights. The former strives to decipher data patterns; the latter to understand the implications and relevance of what the data can tell us. 3 hours; 3 credits. Pre- or corequisite MKT 9703.
MKT 9715 Marketing Analytics Section LMS
Instructor: Stone, D
Marketing analytics, the application of statistical and information analysis to marketing decisions, has changed the landscape of marketing responsibilities and accountability. This course endeavors to teach students to understand the strategic goals and usage of techniques as opposed to focusing on the statistics. More than ever before, marketing strategy is defined and progress is tracked using advanced analytic models and metrics. The emergence of online and wireless communication and distribution channels has amplified this trend dramatically. 3 hours; 3 credits. Pre- or co-requisite: MKT 9703.
MKT 9715 Current Issues in Marketing: Advertising Strategic Planning (3 hours, 3 credits; pre- or corequisite: MKT 9703; Prof. Carly Fink) Section QTR
The course explores how to uncover consumer insights that lead to the development of advertising strategies across online and offline channels. Students will examine different advertising problems using strategic and creative approaches, as well as learn about various planning disciplines including brand, digital and CRM.
MKT 9791 Special Topics in Marketing: Search Marketing (1.5 hours; 1.5 credits; pre- or corequisite: MKT 9703; Prof. Cohen) Section QTA
Search Engine Marketing: This course will go deep into the specific strategies and tactics to execute Search Engine Optimization (SEO) and Search Engine Marketing (SEM) programs. By the end of this class, you will have learned the basic tags for organic search optimization and how to update web page content to maximize visibility on Google, Bing and Yahoo. You will also learn how to develop keyword lists, ad copy, etc. and in turn optimize for performance in paid search programs like Google’s AdWords and Bing/Yahoo’s AdCenter platforms.
MKT 9791 Special Topics in Marketing: Social Media Marketing (1.5 hours; 1.5 credits: pre- or corequisite: MKT 9703; Prof. Cohen) Section QTB
Social Media Marketing: This course will go deep into the specific strategies and tactics required to successfully execute Marketing and/or Advertising programs on Social Media platforms like Facebook, Twitter, LinkedIn, etc. By the end of this class, you will learn how to create appropriate personal and business presence on Social Media websites. Additionally, you will learn how to leverage Social Media websites for Advertising and Marketing initiatives that engage audiences and deliver performance for businesses, culminating in the development of a Social Marketing campaign.
