BUSM 2310 - Digital Marketing Analytics

Academic Division: Business, Industry and Technology
Academic Discipline: Business Administration

Course Coordinator: Ross Justice
Assistant Dean: Vincent Palombo, PhD

3 Credit(s)

Digital Marketing Analytics is foundational to digital marketing because it is the language used to optimize and connect results across all digital marketing tactics (search, social media, email, display, video, etc.). This course teaches best practices in carrying out website, organic search, social media, mobile app, email, owned media, paid media and earned media analytics. Students will learn to identify the analytic tool right for their specific needs, to select valid and reliable ways to collect and analyze data, and how to utilize this information for making educated decisions. The Simulation will provide the foundation needed to apply data analytics to real-world situations and challenges that marketers encounter daily.

Required Prerequisite Course(s): BUSM 1150 and BUSM 2110

Student Learning Outcomes for Course

Explain and illustrate core components and key concepts associated with digital marketing analytics.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 1-4 and final exam.
Determine how the scale of collected consumer data and the emergence of consumer privacy protections affect marketing in the digital age.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 1-4 and final exam.
Assess a business’s current level of analytics maturity and plan how to enhance that analytics maturity.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 1-4 and final exam.
Examine business measurement models and propose how to establish them to enhance digital marketing analytics effectiveness.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 1-4, final exam and simulation.
Formulate and enact data-driven strategies for varied business types and marketing objectives through interpretation and integration of decision-making framework-question, curate, analyze, and optimize.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 5-8 and 13-15, final exam and simulation.
Evaluate and choose the appropriate analysis approaches and techniques that best support various business questions.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 5-8, final exam and simulation.
Determine persuasive recommendations for various audiences based on consumer behavior and target markets.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on quiz during weeks 5-8, final exam and simulation.
Analyze owned, earned, and purchased digital analytics to effectively understand consumer actions and marketing effectiveness.	Weekly chapter assignments, discussion boards, reflections, and exams/quizzes throughout the semester but primarily assessed on exams during weeks 9-15, final exam and simulation.

Topics:
Topic 1: Digital Marketing Analytics Overview (weeks 1-4)

Topic 2: Digital Consumer (weeks 1-4)

Topic 3: Digital Company (weeks 1-4)

Topic 4: Measurement Model (weeks 1-4)

Topic 5: Data-Driven Decisions (weeks 5-8)

Topic 6: Analyze (weeks 5-8)

Topic 7: Optimize (weeks 5-8)

Topic 8: Website Analytics (weeks 5-8)

Topic 9: Organic Search Analytics (weeks 9-12)

Topic 10: Social Media Analytics (weeks 9-12)

Topic 11: Mobile App Analytics (weeks 9-12)

Topic 12: Email Analytics (weeks 9-12)

Topic 13: Paid Media Analytics (weeks 13-15)

Topic 14: Earned Media Analytics (weeks 13-15)

Topic 15: Competitive Research (weeks 13-15)
Assignments:
The following activities are required for this course:

Textbook reading – test/quiz questions are required to cover content from the assigned text (tests/quizzes are graded).
Various Weekly Chapter Assignments – applies real world marketing concepts (assignments are graded).
Discussion Board Forums – apply research/analysis/comparison concepts to marketing examples and experiences (assignment is graded).
Simulation – experiential learning working for a fictional company managing their digital marketing analytics (assignment is graded).
Weekly Reflections – reflect on learning outcomes each week. Discuss challenges/questions that need further review (assignment is graded).

Standard Grading Scale
93-100 A

90 - 92 A-

87- 89 B+

83 - 86 B

80 -82 B-

77- 79 C+

73 - 76 C

70 -72 C-

67- 69 D+

63 - 66 D

60 -62 D-

00- 59 F

Statement on Diversity
NC State College believes that every student is a valued and equal member of the community.* Every student brings different experiences to the College, and all are important in enriching academic life and developing greater understanding and appreciation of one another. Therefore, NC State College creates an inclusive culture in which students feel comfortable sharing their experiences. Discrimination and prejudice have no place on the campus, and the College takes any complaint in this regard seriously. Students encountering aspects of the instruction that result in barriers to their sense of being included and respected should contact the instructor, assistant dean, or dean without fear of reprisal.

*Inclusive of race, color, religion, gender, gender identity or expression, national origin (ancestry), military status (past, present or future), disability, age (40 years or older), status as a parent during pregnancy and immediately after the birth of a child, status as a parent of a young child, status as a foster parent, genetic information, or sexual orientation.

Standard NCSC Course Policies
Important information regarding College Procedures and Policies can be found on the syllabus supplement located at http://catalog.ncstatecollege.edu/m

TEXTBOOK INFORMATION
TEXTBOOK: Digital Marketing Analytics with Simulation, Authors: Nathan David, ISBN: 9781734688849