MKTG 2230 - Marketing Analytics and Performance Optimization
Student Learning Outcomes
Demonstrate ability to calculate key marketing metrics and understand their significance to determine strategic marketing optimization decisions.
Demonstrate the ability to A/B test various elements of marketing efforts to increase conversion rates.
Understand the factors that drive conversion and opportunities to optimize marketing performance.
Course Description This course aims to give students the skills needed to analyze results of marketing efforts. Students will learn about the factors that drive conversion and how to optimize their efforts using data and A/B testing. Students will understand what the key metrics for digital marketing are. Students will be assessed through three projects that give them an opportunity to get hands-on experience using spreadsheets, Google Analytics and analyzing an A/B test. Credits: 3