This tentative course schedule is created using R & R Markdown. Every textbook can be accessed without charge on the internet or through the library website.
Important notes:
Links to the books (Retail Management, Digital Marketing Fundamentals, Data-First Marketing, and Visual Data Storytelling with Tableau are available in the syllabus).
Links to the first two certificates are listed below:
Google Ads - Measurement Certification - https://skillshop.exceedlms.com/student/catalog/list?category_ids=2844-google-ads-certifications
Google Analytics Certification - https://skillshop.exceedlms.com/student/path/508845-google-analytics-certification
Week | Topics | Due |
|---|---|---|
Week 1 | Course Intro | Group formation & Chapter presentation schedules |
Week 2 | Retail Management - Module 6: Trade-Area Analysis | Project client selection |
Week 3 | Retail Management - Module 7: Information Systems in Retail and CRM Software | Certificate 1 -Google Ads |
Week 4 | Digital Marketing Fundamentals - Chapter 2 – Digital Analytics | Group Assignment 1 |
Week 5 | Digital Marketing Fundamentals - Chapter 3 – Digital Ads | Group Assignment 2 & client visit |
Week 6 | Digital Marketing Fundamentals - Chapter 4 – SEO | Certificate 2 -Google Analytics & Lab 1 |
Week 7 | Digital Marketing Fundamentals - Chapter 6 Social Media | Group Assignment 3 |
Week 8 | Data-First Marketing - Chapter 6 - Data Integration, Architecture and Technical Resources | Certificate 3 -Tableau (DataCamp) |
Week 9 | Data-First Marketing - Chapter 8 -The Data-First Marketing Campaign Framework | Lab 2 & Mid-term reflections |
Week 10 | Visual Data Storytelling with Tableau - Chapter 6 | Group Assignment 4 |
Week 11 | Google Ads | Lab 3 |
Week 12 | Google Analytics | Group Assignment 5 |
Week 13 | Advanced topics | Project session & meetings |
Week 14 | Advanced topics | Project session/Letter to the client |
Week 15 | Project presentations | Project presentations, Individual portfolio, & reflections |
There is no need to buy any textbook for the course. The instructor will provide learning resources and Open Licensed Materials for you free of charge.
You will be expected to perform some basic digital marketing analysis, marketing channel analysis, and mapping analysis using Google Ads, Google Analytics, and Tableau. However, no prior knowledge is required.
You can find some of my previous course evals here: https://github.com/utjimmyx/teaching_evaluations. Reading the anonymous comments leaving by previous students will help you evaluate your expected efforts and learning goals from a former student’s perspective.
If you would like to learn marketing analytics using R (or R Studio), you may want to take MKTG4000. Some trivia facts about R (not required for MKTG4060):
R is one of the top two most common programming languages in business analytics (Harvard Business School).
There are about 100,000 job advertisements for R-related roles in the US (e.g., Indeed.com).
Many business/marketing analytics jobs may require basic R or Python programming skills ESEGBA (2022).
Harvard Business School. 9 Skills Every Business Analytics Professional Needs.https://analytics.hbs.edu/admissions/top-business-analytics-skills/.
ESEGBA (2022). What Jobs Use R? A Comprehensive Guide. https://careerkarma.com/blog/jobs-that-use-r/