BPA 127 - Digital Marketing and Analytics

3 credit hours - Three hours weekly; one term.
Investigate strategic marketing analytic concepts. Apply data-driven decision making to integrated marketing communication solutions and content creation practices. Evaluate user experience design to support business objectives to coordinate and/or enhance a digital campaign. Discuss the varied managerial philosophies to do so.

Note: Typically offered at MC and OL; fall, spring, and summer terms.

Course Outcomes:
Upon successful completion of this course, the student will be able to:

Recommend marketing strategies and tactics for an organization to achieve specific goals.
Create and examine data collection research to establish data-driven decision-making insights.
Analyze, evaluate and create digital content for enhancing market reach, resonance and relativity.
Practice developing and maintaining story telling principles for a comprehensive digital marketing plan that incorporates integrated marketing communications to support business objectives.
Prepare an evaluation plan using analytics to determine a campaign’s success.