Skip to main content

Introduction to Data Marketing Communications


DMC 660

Workload:   Intensity Level 3 out of 5 (8-10 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.

Course Topics

  • 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

  1. How to combine multi-channel metrics, baselines and benchmarks with thoughtful and actionable analysis.
  2. Learn best practices in data visualization.
  3. The fundamentals of business and marketing measurement.

Instructor Insights


  • 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

DMC 660 Faculty

Dan Dipiazzo
Profile: Dipiazzo
Keli Jacobi
Profile: Jacobi
Neal Stewart
Profile: Stewart