MKTG 680 - Social and Digital Media Analytics

(3 units)

Prerequisite(s): MKTG 500.
Students will learn how to analyze a variety of customer data available on multiple digital media outlets, especially popular social media platforms to uncover customer preferences, market trends, and other useful business insights. The analytical findings contribute to better decision making on marketing strategies, such as effective marketing communication, enhanced customer relationship management, and improved return on marketing investment. Privacy and other ethical issues in analyzing and using digital/social media data are integrated into the course.

Letter grade only (A-F).