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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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