MKT 3043 Marketing Analytics and Experimentation

This course explores how data informs marketing strategy and decision-making. Students will learn to establish business measurement models, conduct competitive research, and evaluate owned, paid, and earned media analytics. Emphasis is placed on recognizing vanity metrics versus meaningful KPIs and applying data-driven frameworks for testing and optimization. Students will gain hands-on experience with A/B testing, web analytics, and dashboard reporting, while integrating AI-powered analytics to enhance insights. Applied projects include developing a professional analytics report and data visualization dashboard. Students complete the Google Analytics 4 Certification as part of the course. Course fee. PR MKT 2503.

Credits

3