Digital Marketing and Analytics

Description

From outbound to inbound marketing and challenges related to social media, the marketer faces major shifts in a connected and data-rich world, in which boundaries between online and offline channels tend to disappear. With a focus on data – big data, small data, and financial data – learners will develop their skills to activate digital marketing initiatives successfully: outbound (e.g., search, display, and video ads), inbound (i.e., search engine optimization fundamentals), and social media marketing. Furthermore, learners will adopt an analytical perspective and compute digital marketing metrics and effectiveness.