DMT‐511 Information and Communication Technologies Analytics (3 credits)

Catalog Description

Determine the value of electronic information and communications, developing metrics, determining return on investment on information and communication technologies.: Determine the role, function and process of implementing technology driven paid digital campaigns in an overall digital marketing strategy including Social Media Platforms and Search Engines. Class Notes: HYBRID CRSE. CLASS MEETS ONLINE & IN PERSON..

Upon completion of this course, students will be able to:

  • 1. Describe paid search

  • 2. Explain the value of, and when to run paid search

  • 3. Identify core KPIs and how to track the success or failure of a campaign

  • 4. Articulate the social and ethical implications of paid search

  • 5. Develop and implement a flexible strategy incorporating goals, campaigns, and interaction with the Search Team

  • 6. Analyze website performance/layout/content and the impact it has on paid search

  • 7. Integrate searcher intent, current search landscape, and core website strategy and short-term campaigns into a paid search strategy

  • 8. Research and publish on emerging trends in paid search