Course Descriptions & Syllabi

Course Descriptions & Syllabi

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Note: some or all of the courses in the subjects marked as "Transfer" can be used towards a transfer degree: Associate of Science and Arts or Associate of Engineering Science at DACC. Transferability for specific institutions and majors varies. Consult a counselor for this information.

Areas of Study | | BOFF270 syllabus




COURSE NUMBER: BOFF270
COURSE TITLE:Marketing Analytics
DIVISION:Business
SEMESTER CREDIT HOURS:3
CONTACT HOURS:45
STUDENT ENGAGEMENT HOURS:135
DELIVERY MODE:Online, In-person, Hybrid

COURSE DESCRIPTION:
The course is designed to help students understand the core components and importance of marketing analytics in today’s digital landscape. Students will learn how to leverage the data available on the web in order to evaluate a brand’s marketing performance and deliver data driven decisions. Data made natively available by select platforms will be used to evaluate digital marketing campaigns. A majority of the course will be spent working first-hand with data in Microsoft Excel and Google Analytics. After working with the data, students will learn how to identify key points, create charts and graphs to visualize analysis, glean insights, and make actionable recommendations. Throughout the course, students will receive Google Analytics training; industry certification will be obtained upon successful completion of the certification exam.

PREREQUISITES:
BOFF253, BOFF230

STUDENT LEARNING OUTCOMES:
Upon completion of this course, students will be able to:
  • Define core components of marketing analytics and the data driven decision making process
  • Utilize spreadsheet, database and marketing tools to extract accurate, meaningful data from the web
  • Identify types of marketing data important for implementing segmentation, targeting, and positioning strategies
  • Analyze data statistically, including results of A/B testing and experimental approaches
  • Evaluate basic charts, plots and maps generated by data visualization tools
  • Develop actionable, data driven recommendations based on brand marketing goals and objectives

TOPICAL OUTLINE:
  1. Overview of Marketing Analytics
  2. Foundational Marketing Analytics Tools
  3. Data Technologies
  4. Accessing Marketing Data
  5. Marketing Data Platforms
  6. Extracting Meaning from Data on the Web
  7. Experimental Design in the Digital Age
  8. The Analytics of Segmentation, Targeting and Positioning
  9. A/B Testing
  10. Artificial Intelligence
  11. Data Visualization
  12. Marketing Analytics Metrics
  13. Analyzing Results of A/B Tests and Experiments
  14. Marketing Mix Models
  15. Google Analytics
  16. Exploring Social Platform Analytics
  17. Configuring Data & Drawing Insights for Clients
  18. Making Actionable Recommendations with Supporting Data
  19. Presenting Data & Recommendations to Management

TEXTBOOK / SPECIAL MATERIALS:
  • Marketing Analytics, Brennan Davis & Stukent
  • Google Academy Analytics Registration

EVALUATION:

A weighted point system will be utilized to calculate course performance. Checkpoints, projects, case studies, assignments, and assessments will be assigned.

The following percentages will be used to determine grades:
A= 90 100%
B= 80 - 89%
C= 70 - 79%
D= 60 - 69%
F= 0 - 59%


BIBLIOGRAPHY:

STUDENT CONDUCT CODE:
Membership in the DACC community brings both rights and responsibility. As a student at DACC, you are expected to exhibit conduct compatible with the educational mission of the College. Academic dishonesty, including but not limited to, cheating and plagiarism, is not tolerated. A DACC student is also required to abide by the acceptable use policies of copyright and peer-to-peer file sharing. It is the student’s responsibility to become familiar with and adhere to the Student Code of Conduct as contained in the DACC Student Handbook. The Student Handbook is available in the Information Office in Vermilion Hall and online at: https://www.dacc.edu/student-handbook

DISABILITY SERVICES:
Any student who feels s/he may need an accommodation based on the impact of a disability should contact the Testing & Academic Services Center at 217-443-8708 (TTY 217-443-8701) or stop by Cannon Hall Room 103. Please speak with your instructor privately to discuss your specific accommodation needs in this course.

REVISION:
Fall 2019

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