This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion, and finally retention. In this course, we will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitates conversion, and social media both energizes and retains customers. The course develops essential data analytics skills--critical thinking, data mining, experimental analysis, and design--applied to ad campaigns, ad attribution, and social media data

Note that this information may change at any time. Please visit the MyBU Student Portal for the most up-to-date course information.