2024-2025 Yavapai College Catalog 
    
    Oct 08, 2024  
2024-2025 Yavapai College Catalog

MKT 430 - Digital Marketing Data and Analytics


Description: Data-driven decision-making as a cornerstone for successful digital marketing. Collection, analysis, and interpretation of data to measure the effectiveness of marketing campaigns and the formulation of data-driven recommendations for improvement.

Prerequisites: Program Admission. ACC 131 , BSA 131 , CSA 110 , ECN 232 , and ECN 236 .

Credits: 3
Lecture: 3
Lab: 0

Course Content:
  1. Data Collection Methods
  2. Key Performance Indicators (KPIs)
  3. Data Analysis Techniques
  4. Conclusive Insights
  5. Data-Driven Marketing
  6. Search Engine Marketing and Optimization
  7. Search Engine Strategy for Digital Audience Acquisition
  8. Return on Investment (ROI) Analysis
  9. Data Analytics Tools
  10. Website Analytics
  11. Marketing Analytics

Learning Outcomes:
  1. Propose data collection methods for digital marketing campaigns. (1)
  2. Analyze data to identify key performance indicators (KPIs). (2, 3)
  3. Appraise data analysis results and draw meaningful conclusions. (4)
  4. Create data-driven marketing strategies based on campaign analysis. (5-7)
  5. Assess the impact of data-driven decision-making on ROI. (8)
  6. Compare data analytics tools for digital marketing. (9)
  7. Interpret website analytics to track and optimize website performance. (10)
  8. Evaluate marketing analytics for improved campaign performance. (11)