Course Description

The "Digital Marketing Analytics" course provides a comprehensive understanding of how to measure, analyze and optimize digital marketing campaigns using data-driven techniques. It covers key analytics tools, metrics, and methodologies, including web analytics, social media analytics, search engine optimization (SEO), paid advertising performance, and customer behavior tracking. Students will learn how to interpret data to assess campaign effectiveness, make informed decisions, and drive improvements in online marketing strategies. The course emphasizes hands-on experience with digital marketing platforms and analytics software, enabling learners to develop the skills needed for data-driven decision-making in today's digital marketing landscape.

COURSE PREREQUISITE

• Basic Understanding of Marketing Concepts: A foundational knowledge of marketing principles, such as market segmentation, consumer behavior and marketing strategies is essential to grasp the application of analytics in a digital context. 

• Fundamental Data Analytics Skills: Familiarity with basic data analysis techniques and tools such as Google Analytics, Excel or introductory statistics will enable students to interpret data and make data-driven decisions. 

  ASSESSMENT PLAN

• Formative - Continuous Internal Assessment-1 : 10 %

• Formative - Continuous Internal Assessment-2 : 10%

• Formative - Continuous Internal Assessment-3 : 20%

• Formative - Continuous Internal Assessment-4 : 10%

• Summative - University Exam : 50%