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MRK 2250 Digital Marketing Analytics

Digital marketing tactics and tools are essential components of a business strategy in today's digital world. However, what differentiates many successful organizations from the rest is a data-driven and customer-centric approach. Marketing professionals with strong data analytics and problem-solving skills now have a competitive advantage above the rest. In this course, students learn about data sources, analytics techniques, using popular industry tools, and generating and reading reports. Students complete a project that provides opportunities to practice testing and optimization techniques for owned and paid media, extract meaningful insights from performance results, and make decisions that add value for both a company and its customers. The course concludes with an exam that enable students to earn an in-demand industry certification.

Division: Business and Public Services
Department: Marketing
Repeatable Credit: No
Offered Online: Yes

Prereqs: MRK 2135 


  • Demonstrate knowledge of measurement models and data-driven decision making processes to achieve business and marketing objectives by earning an industry certification.
  • Define key terms related to data types, sources, collection, processing, and reporting.
  • Apply information from the digital marketing analytics project to make data-driven decisions that solve business problems and improve performance metrics on owned and paid media channels.
  • Complete a digital marketing analytics project that includes utilizing optimization techniques, conducting A/B tests, reading reports, and analyzing results.
  • Identify and practice using analytics tools that can be integrated into a marketing technology stack to manage and optimize an organization's owned, earned, and paid media.

Credit Hours: 3

Classroom Hours: 3