MDST 3460

This advanced course in marketing and communications analytics emphasizes critical thinking and sophisticated data management skills. Students will explore diverse measurement and data analytic methods used to perform competitor analysis, identify strategic advantage, and refine their evaluation capabilities. By using metrics, monitoring techniques and applying strategic analysis frameworks, they will evaluate existing content and campaign efficacy and develop recommendations for enhancement. This course will guide students through conception, execution, and evaluation of strategic campaigns that align with specific business goals. Special emphasis is placed on harnessing the potential of social and digital media, equipping students with proficiency using modern analytics tools for engagement, sentiment, and search analysis, web traffic analysis and influencer research. [Restriction(s): Registration in the BMCS program][Department(s): Media & Communication Studies]