Data Marketing Communications Campaigns | Marketing Communications

Top Three Course Takeaways

This course allows you to peak and show all the skills you learned and tie everything together.
A portfolio worthy piece to show what you have learned in your time in the M.S. Data Marketing Communications program.
Gain the confidence of knowing how to build a real-world campaign.

Course Topics

Getting to Know Your Client – Planning Your Research
Establishing the Landscape, Market, Industry and Company Overview
Targeting, Segmentation and Audiences
Primary Research and the Online Survey
SMART Objectives, Establishing Budgets, KPI's and Measurement
GANTT Charts and Budget Pro Formas
Survey Results, Social Proof and Bias
Pulling it All Together

WORKLOAD: (10-15 hours per week)

This course is the capstone experience for the data marketing communications master's degree program. Students develop a cohesive marketing communications campaign that demonstrates both a conceptual and practical mastery of data driven marketing communications. This course must be completed in a student's final academic term.

Course Learning Outcomes:

Identify the elements of a data driven marketing communications campaign.
Select data sources that will maximize the effectiveness and efficiency of targeting and segmentation for lead generation, customer acquisition and customer retention activities.
Use data analytics to produce strategies and tactics to precisely develop targeted messaging, offers and media selection.
Interpret key performance indicators (KPI's) to leverage insights and identify marketing communications opportunities to drive growth.
5. Design an integrated data informed marketing campaign that supports a brand’s sales and marketing objectives.

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Data Campaigns Instructors

Directory
Cyndi Greenglass President at Livingston Strategies		cgreengl@mix.wvu.edu		Read More: Greenglass
Neal Stewart Chief Commercial Officer at Dan-O's Seasoning		nds0011@mix.wvu.edu		Read More: Stewart