Digital Analytics

Curriculum guideline

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Course
MARK 4420
Discontinued
No
Course code
MARK 4420
Descriptive
Digital Analytics
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start date
End term
Not Specified
PLAR
No
Semester length
15 Weeks x 4 Hours per week = 60 Hours
Max class size
35
Course designation
None
Industry designation
PCM
Contact hours

Lecture: 2 Hours
Seminar: 2 Hours
Total:    4 Hours

Method(s) of instruction
Hybrid
Online
Lecture
Seminar
Learning activities

The course will involve a blend of lectures, discussions, workshops, online activities, computer applications, group work, and industry-related projects.

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.
Course content
  • The evolution of digital marketing analytics and web intelligence
  • Using digital analytics to understand consumers
  • Relevant tools and platforms that collect, track, and/or assess marketing or consumer data
  • Application of analytics in campaigns, web/search, digital advertising, social media, mobile, and/or site optimization
  • Setting up digital marketing analytics for an organization to align with marketing goals
  • Evaluation of online data and insight generation pertaining to key metrics and performance indicators (KPIs), return on investment (ROI), and marketing strategies
  • Reporting, communication, and visualization of digital analytics
  • Marketing automation as it pertains to digital analytics
  • Strategizing with digital marketing analytics
  • Industry certification(s) as applicable

 

Learning outcomes

At the end of the course, the successful student should be able to:

  1. Analyze the use and evaluate the need of digital marketing analytics in marketing strategy
  2. Choose how to collect, measure, analyze, and interpret marketing analytics and data to enhance strategies and decisions
  3. Use relevant marketing analytic tools, dashboards, and platforms
  4. Generate strategic marketing insights and measure success with digital marketing analytics
  5. Communicate findings in various forms including visualization and reporting
  6. Construct and execute a digital analytics plan/program for marketing purposes
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.

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).

Prerequisites

MARK 3235

Corequisites

Courses listed here must be completed either prior to or simultaneously with this course:

  • No corequisite courses
Equivalencies

Courses listed here are equivalent to this course and cannot be taken for further credit:

  • No equivalency courses