Mktg 448 Digital Media Planning and Analytics
This course will dive deeply into the specific strategies and skills required to use digital media as part of an Integrated Marketing Communications (IMC) plan. The emphasis is on the fundamentals of web analytics as a tool for optimizing digital marketing strategies and marketing ROI. Web analytic tracking from various social media platforms is used to assess online customer behavior (i.e. website traffic, click-through rates, conversion rates), to evaluate multi-digital channel performance, and to serve as the basis for assessing cost of customer acquisition and marketing ROI across channels and between communication campaigns.