MKTG358

Active

Begins with a brief introduction to the behavioral biases that drive consumer choices. These behaviors are foundational to marketing strategy and inform campaign creation. Students will have the opportunity to learn about the data analytics tools used by digital marketers to analyze campaign impacts; these tools may include Google Analytics 4 (GA4), social media analytics, Urchin Tracking Modules (UTMs), and email campaign performance metrics. Includes discussion of the use of augmented AI (artificial intelligence) as part of the data analytics toolkit. Finally, students will be challenged to create dashboards for marketing measurement and tie the results back to data analytics and the behavior biases that drive consumer actions.

EMMA: Major-Marketing Elective, ENMA: Minor-Marketing Elective