Digital Marketing Metrics & Management

Catalog description

This course focuses on the theoretical frameworks for marketing analytics, marketing mix management, and optimization and return on marketing investment models. Through a combination of lectures, group projects, case studies and classroom discussion, the course prepares students that are interested in the development and application side of digital marketing metrics models as well as general marketing practitioners as users of the information. By the end of the course, students will have a general understanding of the most important marketing metrics and are able to suggest ways to improve and grow profitability of different elements of the marketing mix.