BUS 406: DIGITAL MARKETING ANALYTICS

Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, students will learn how to analyze digital customer behavior data using a range of tools and use that data to test marketing hypotheses and improve customer acquisition. (Prerequisites: MAT 102/103, BUS 302, BUS 213) This course has weekly assignments and includes the option to attend live Zoom class sessions. One 90-minute live class session per week will be scheduled with the instructor during the first week of class.