MK655 Digital Marketing Experimentation, Research and Analytics (3 cr.)

In this course, students study marketing practices related to Search Engine Optimization, paid search, pay-per-click (PPC) marketing, Google Ads, Google Analytics, and display and video advertising. Through experimentation, social listening and data analysis students develop informed recommendations and best practices for an organization’s marketing plan. Students understand the importance of optimizing digital marketing content to drive traffic and ultimately increase return on investment (ROI).

Upon completion of this course students are expected to be able to do the following:

1. Complete auditing procedures to inform benchmarking and forecasting practices.
2. Examine collected data, draw conclusions, and compose informed recommendations.
3. Explain research findings and recommendations to key stakeholders in their organizations.
4. Implement paid search, pay-per-click (PPC) marketing, Google Ads, Google Analytics, and display and video advertising practices effectively.
5. Provide necessary information for budgeting and resource mapping activities.