PRCM 2650 Marketing Analytics

Applies data analytics tools to measure campaign performance and optimize marketing ROI.

About this course

Marketing Analytics teaches you how to turn raw data into clear business decisions. You will learn to use industry-standard tools to track how well your marketing efforts are working. The course focuses on measuring return on investment and finding ways to improve campaign results.

You will work with real data sets to build reports and dashboards. You will also learn how to explain your findings to managers who need to decide where to spend the marketing budget. This course is designed for students who want to back up their creative ideas with solid numbers.

Who takes this course

• Marketing Management

Credits: 3 · Hours: 45

Prerequisites

• PRCM 1950 Marketing Research Methods

Learning outcomes

• Collect and clean marketing data from digital platforms and surveys.
• Apply statistical techniques to interpret customer behaviour data.
• Build dashboards to track key performance indicators.
• Evaluate campaign effectiveness using ROI and conversion metrics.
• Present data-driven recommendations to stakeholders.

Evaluation