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