Course Description
This course examines the strategic use of analytics for digital marketing. The course focuses on measuring and analyzing online analytics and how analytic insights and intelligence can be reported and used to inform marketing strategies. Different types of online data are explored, with emphasis on learning relevant tools and platforms. This course also explores different ways analytics can be communicated, so management can understand digital analytics’ strategic and organizational impact.
Learning Activities
The course will involve a blend of lectures, discussions, workshops, online activities, computer applications, group work, and industry-related projects.
Means of Assessment
Participation 5-10%
Assignments 20-30%
Midterm Examination 20-25%
Term Project 20-30%
Final Exam 20-30%
Total 100%
STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE AND ACHIEVE A MINIMUM AVERAGE GRADE OF AT LEAST 50 PERCENT ON THEIR TOTAL NON-GROUP EVALUATIONS TO OBTAIN CREDIT FOR THE COURSE.
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Learning Outcomes
At the end of the course, the successful student should be able to:
- Analyze the use and evaluate the need of digital marketing analytics in marketing strategy
- Choose how to collect, measure, analyze, and interpret marketing analytics and data to enhance strategies and decisions
- Use relevant marketing analytic tools, dashboards, and platforms
- Generate strategic marketing insights and measure success with digital marketing analytics
- Communicate findings in various forms including visualization and reporting
- Construct and execute a digital analytics plan/program for marketing purposes
Textbook Materials
Online articles as assigned.
Textbooks and materials to be purchased by students.
Sponder, M. and Khan, G.F. Digital Analytics for Marketing, Latest edition. Routeledge (or equivalent as approved by Department).