Adopting an experimental approach and being responsive to customer and competitor reactions is an essential skill set to firms and organizations. Situated in the data-rich environment of digital media and channels like websites or search engines, this course is designed to help students develop "probe and learn" skills, which translate beyond web and digital management, and help them acquire hands-on experience in using analytics tools to manage digital marketing campaigns. Prerequisite: BUS 232 or ECON 233 or STAT 270 or STAT 271, BUS 360W, and BUS 343, all with a minimum grade of C-; 60 units.
Adopting an experimental approach and being responsive to customer and competitor reactions is an essential skill set to firms and organizations. Situated in the data-rich environment of digital media and channels like websites or search engines, this course is designed to help students develop "probe and learn" skills, which translate beyond web and digital management, and help them acquire hands-on experience in using analytics tools to manage digital marketing campaigns. Prerequisite: BUS 232 or ECON 233 or STAT 270 or STAT 271, BUS 360W, and BUS 343, all with a minimum grade of C-; 60 units.
