MBA 534 Digital Marketing and Analytics

This course explores the landscape of digital marketing and analytics. Students will apply digital marketing techniques to target market development and brand management.  The students in this course analyze digital marketing research / analytics techniques and appraise the management of effective and successful brand-product strategies. Students will synthesize key market research techniques to formulate new target market and competitive insights using key digital marketing management topics such as development of strategic brand management. Students will be expected to provide in depth evaluations of how digital marketing and analytics determine digital consumer behavior in the context of the creation and management of a successful brand and product.  

Credits

3

Outcomes

1. This course will prepare students to:
2. Apply digital marketing techniques to target market development and brand management.
3. Analyze value concepts and apply them to the development and marketing of products and services.
4. Synthesize integrated digital marketing strategy, research, planning & program management concepts.
5. Evaluate marketing analytics and related data management platforms & how they apply to digital marketing program management (e.g., Big Data, CRM).