— Digital Analytics for Integrated Marketing Communications

Catalog description

This course empowers the student with the knowledge of best practices for data collection and interpretation that leads to higher profits, an improved customer experience and creates measurable value to the business. Drawing from case studies and practical applications, students explore the key concepts, techniques and practices of web, mobile, social media and e-Commerce communication analytics, and how they can successfully leverage data to achieve communications objectives and improve business performance. Prerequisite(s): AC 361 and DM 435 and MA 321 .