MKTG 5235

SSM Performance Measures and Data Analytics

While search engine marketing (SEM) is an effective advertising strategy for increasing your online visibility, it is important that the firms management be able to effectively measure the performance of the social media in relation to organizational goals and objectives. Through case studies, discussions, and hands-on practice, the student will learn the fundamentals of collecting and analyzing data associated with organic and paid search, contextual listings, pay-per-click campaigns, and paid inclusion. As part of this course, the student will create and maintain Google and Facebook pay-per-click campaigns, build keyword lists, and optimize copy to drive conversions and assess the performance of the social media marketing plan by accurately monitoring the data produced by the various social media platforms and digital media software

Units: 2.0