Digital Analytics for Marketing Managers

Catalog description

This course is designed to teach students how to utilize marketing analytics to measure, analyze and manage marketing performance efficiency and cost-effectiveness. Students learn how to read and analyze marketing dashboards, which provide consumers insights and prepares them for positions in the world of big data and marketing analytics. Students learn how to understand brand loyalty from the customer's data profile and apply analytics tools such as web analytics, competitive analysis, customer journey, and market segmentation to inform marketing decisions, forecast sales, create customer profiles, and customize elements of the marketing program.