MRKG 1391:
Digital Marketing Analytics
Course Rationale:
The purpose of this course is to offer cutting-edge thinking on Digital Marketing Analytics. This course provides a solid understanding of fundamentals and provides a structure for understanding why much of conventional wisdom in Digital Marketing Analytics is rapidly changing.
Digital Marketing Analytics is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Digital Marketing, not just those covered in this course. Digital Marketing Analytics is a global business that reaches across national and cultural boundaries.
Materials:
A copy of the Textbook; Essentials of Marketing Analytics, 1st edition– Hair, Harrison, Ajjan. McGraw Hill ISBN-10:9781264853588. Please do not substitute older editions or international versions as the content is different.
Digital access to the McGraw-Hill Connect materials for this textbook.