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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

Notes

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

Proficiencies

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

Applies Towards the Following Certificate(s)

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Enrol Now - Select a section to enrol in

Type
Online
Dates
Jul 09, 2019 to Aug 26, 2019
Hours
20.0
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: 978-0-470-50454-3

Visit the UCalgary Bookstore at www.calgarybookstore.ca.

Section Notes

Prerequisite: BMC 352 Learning Online

It is not possible to register online for this course until you have successfully completed BMC 352 Learning Online or have completed the Learning Online Waiver.

If you are enrolled in a section of BMC 352 that will be completed before this course begins, you may enrol for this course by calling 403.220.2866.

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 on the start date.

A $25 fee applies for course withdrawals and transfers. Unless otherwise stated, notice of a withdrawal or transfer from a course must be received at least ten calendar days prior to the start date of the course.

Type
Online
Dates
Nov 05, 2019 to Dec 23, 2019
Hours
20.0
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: 978-0-470-50454-3

Visit the UCalgary Bookstore at www.calgarybookstore.ca.

Section Notes

Prerequisite: BMC 352 Learning Online

It is not possible to register online for this course until you have successfully completed BMC 352 Learning Online or have completed the Learning Online Waiver.

If you are enrolled in a section of BMC 352 that will be completed before this course begins, you may enrol for this course by calling 403.220.2866.

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.

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

Type
Class
Days
Sa
Time
8:30AM to 4:00PM
Dates
Jan 18, 2020 to Feb 01, 2020
Schedule and Location
Hours
20.0
Delivery Options
Course Fees
Flat Fee non-credit $445.00
Instructor(s)
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

Visit the UCalgary Bookstore at www.calgarybookstore.ca.

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

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