Syllabus for DMA-704
DIGITAL MARKETING ANALYTICS
Through relevant and applied business examples, Digital Marketing Analytics provides learners the opportunity to interpret, evaluate, and integrate digital marketing data. Students will learn to formulate and enact intelligent data-driven strategies and incorporate fundamental web marketing analytics into existing business practices. Core content will focus on identifying and understanding digital marketing metrics to gauge success of traditional, digital, interactive, and social media marketing efforts. Through an examination of available systems and relevant examples, learners will further their understanding of the digital value chain and how to capitalize on emerging trends.
After completing this course, you should be able to:
You will need the following materials to complete your coursework. Some course materials may be free, open source, or available from other providers. You can access free or open-source materials by clicking the links provided below or in the module details documents. To purchase course materials, please visit the University's textbook supplier.
ISBN-13: 978-0470529393
Digital Marketing Analytics is a three-credit, eight-week online course, consisting of four (4) modules. Modules include an overview, topics, study materials, and activities. Module titles are listed below.
For your formal work in the course, you are required to participate in online discussion forums, complete several types of written assignments, attend two synchronous events, and complete a final project. See below for details.
You will find Evaluation Rubrics for the discussion forums, five questions assignments, dashboard assignment, and case analysis in the Evaluation Rubrics area of the course site.
The final project has a checklist-type rubric included in with the project details.
Consult the Course Calendar for assignment due dates.
One or more of your course activities may utilize a tool designed to promote original work and evaluate your submissions for plagiarism. More information about this tool is available in this document.
You are required to participate in four graded discussion forums. Discussion forums are on a variety of topics associated with the courses modules. There is also an ungraded but required introduction forum in Module 1.
Digital Marketing Analytics has several different types of written assignments, including a recurring “Five Questions” assignment. Directions for each assignment are provided within the module.
You are required to complete a cumulative midterm written assignment within module 2. It is actually a two-part assignment and consists of the first two sections of your final project.
Two synchronous events will be held in Edison Live!, our virtual meeting space during Modules 2 and 3 (See the Course Calendar). To access the event, click the Collaboration Space link in the Edison Live! section of the course site a few minutes before the designated time. Use the following link for directions and helpful videos about how to use the Edison Live! tool in Moodle. Your mentor will work with the class to propose a time that works best and accommodates the majority.
The final project for this course requires students to identify and report on a current trend in digital analytics. This project will require learners to use what they have learned about digital analytics and trend identification to locate an analytics trend that they believe will serve an important role in industry. Students will be required to write a 1500- to 2000-word professional report addressing the following topics: trend overview, reach and scope, reported impacts, two illustrative examples, two direct applications, evaluation of these cases/applications, expert interview, business impacts, course content relationships, and what will be needed to maintain a competitive advantage.
A fuller description of the final project is available in the Final Project section of the course Web site. Note that you will submit the first two sections of this project as your cumulative midterm assignment.
Your grade in the course will be determined as follows:
All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:
A | = | 93–100 | B | = | 83–87 | |
A– | = | 90–92 | C | = | 73–82 | |
B+ | = | 88–89 | F | = | Below 73 |
To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects, etc.). Graduate students must maintain a B average overall to remain in good academic standing.
To succeed in this course, take the following first steps:
Consider the following study tips for success:
To ensure success in all your academic endeavors and coursework at Thomas Edison State University, familiarize yourself with all administrative and academic policies including those related to academic integrity, course late submissions, course extensions, and grading policies.
For more, see:
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