Course Description

Web analytics, social media, web 2.0, mobile technology and other digital channels have opened the data floodgates but what does it all mean? This course will give you a framework for how to set-up, monitor, and measure the results of a digital media strategy or an integrated marketing campaign, digital or traditional, from beginning to end. Learn important skills for research and analysis, and explore a variety of marketing metrics and measurement tools available for measuring your return on marketing investment.

Course Details

Course Learning Outcomes

By completion of this course, successful students will be able to:

  1. Understand the difference between measures and metrics
  2. Customize a generic model with appropriate measures and metrics to assess the effectiveness of most marketing programs by identifying and applying the concepts which build a successful model
  3. Source data to populate the model for measures related to Customer Acquisition and Sales:
    • Source digital measures directly from Google Analytics
    • Know where and how to source measures from traditional media or public relations sources
  4. Know when to use market research to supplement media metrics
  5. Know when to define other metrics for special purposes:
    • Retention metrics to assess how well the company is holding its customers
    • Predictive metrics to compare the future values of competing choices for marketing expenditures
  6. Apply metrics as actionable analytics to influence future marketing programs


Student laptops are optional. There is no need for laptops on the first class.


NOTE: Take this course after completing BMC 167 – Marketing Principles. Proficiency in Excel of a beginner to intermediate level will be required to complete course assignments.

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Feb 01, 2022 to Mar 21, 2022
Delivery Options
Course Fees
Flat Fee non-credit $445.00
Reading List / Textbook

Title: Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Edition: 1st
Authors: Mark Jeffery
Publisher: John Wiley and Sons
ISBN: 978-0-470-59569-5

Section Notes

This course uses Desire2Learn (D2L), an online learning management system. The instructor will post your course outline and other materials in D2L. For more information about D2L, please visit our Online Learning Resources.

Unless notified, all online courses are available at 9 am MT the day before the start date. Students who register on (or after) the start date will receive access within one day of registration.

Students who are unfamiliar with online learning are recommended to take BMC 352 Learning Online prior to enrolling in this course.

Unless otherwise stated, notice of withdrawal or transfer from a course must be received at least seven calendar days prior to the start date of the course.


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