MKTG 633 - Digital Campaign Management and Analytics

This course teaches cutting-edge processes related to the research, planning, and execution of online marketing campaigns as well as optimization and analytics methodology. Students will learn the intricacies of current monetization strategies in cost per click, cost per impression, affiliate and direct relationships, paid social insertions and their respective campaign development and execution. Advanced Internet marketing techniques such as re-targeting, social strategy, and dialogue marketing will be discussed and students will learn how campaign effectiveness is tied out through data analysis. Tools including Google Analytics, Google Adwords, and Adobe SiteCatalyst will be covered.