Workload: (10-15 hours per week)
An introduction to the entire program with a focus on upcoming curriculum and industry trends as well as an overview of campaign management systems available in the market.
This course also includes a quantitative “boot camp” to ensure students are ready to progress to the other courses in the program’s sequence. This “boot camp” will consist of a series of modules, which students must complete concurrently with their other coursework. Completing these modules will ensure that students have a solid understanding of the quantitative terms and concepts needed to succeed in future Data courses.
Course Learning Outcomes
Upon successful completion of DMC 660, students will be able to:
- Explain the basic principles of marketing, media and digital analytics.
- Distinguish between reporting and analysis.
- Discover how metrics and analysis inform business decision making.
- Target audiences using profiling, segmentation and modeling.
- Apply measurement and metric problem solving skills.
- The Power of Data in Marketing Communications
- Database Marketing, Customer Experience & Loyalty
- Essential Marketing Metrics
- Targeting Your Audience
- Essential Financial and Customer Metrics
- Data for Digital Marketing
- Data Visualization and Marketing Automation
Top 3 Course Takeaways
- How to combine multi-channel metrics, baselines and benchmarks with thoughtful and actionable analysis.
- Learn best practices in data visualization.
- The fundamentals of business and marketing measurement.
- 1:38 - Professor Jacoby's passion for data marketing communications
- 4:47 - How to be successful in DMC 660 and what to expect
- 6:07 - Professor Jacoby shares why she loves teaching
- 11:21 - Course intensity and workload