MKTG70038
Data acquisition and Marketing Analytics		 Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2020
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Digital Marketing
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20200106_00
Status: Approved (APPR)

Section I Notes: N/A
 
 
Section II: Course Details

Detailed Description
This course introduces the student to many aspects of marketing analytics including data acquisition, user behaviour, segmentation and goal conversion. Students analyze and report data to optimize digital marketing strategies using web and social media analytical tools such as Google Analytics, Tag Manager, Data Studio, Search Console, Trends, Facebook, YouTube and Twitter. Through hands-on activities, students examine key performance indicators (KPI) and return on investment (ROI) metrics to generate broader digital marketing strategies.

Program Context

 
Digital Marketing Program Coordinator(s): N/A
This is a compulsory course in the Digital Marketing Certificate


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to create web and social media analytics reports using Google Analytics, Facebook, YouTube and Twitter platforms.
 
Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

  1. Identify and select the KPIs used in web analytics to create dashboards and reports.
  2. Interpret Facebook, YouTube, Twitter analytic reports to measure success of marketing campaigns.
  3. Compare and contrast the performance of user acquisition channels to update digital marketing strategies.
  4. Explain how UTM parameters are used in media analytic reports for tracking market performance.
  5. Explain how to create granular reports using dimensions and metrics.
  6. Distinguish between one-touch and multi-touch attribution models.
  7. Analyze funnels and customer journey to increase conversion.
  8. Explain how to track user behaviour using Google Tag Manager.
  9. Describe how to merge off-line data with web analytics data to compare traditional and digital marketing strategies.
  10. Describe how audience manager tools are used to understand user behaviour and personalize the experience for users.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Quiz 110.0%
 Quiz 215.0%
 Quiz 315.0%
 Quiz 410.0%
 Quiz 510.0%
 Quiz 610.0%
 Final Assignment30.0%
Total100.0%

Evaluation Notes and Academic Missed Work Procedure:
TEST AND ASSIGNMENT PROTOCOL The following protocol applies to every course offered by Continuing and Professional Studies. 1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor. 2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not. An extension or make-up opportunity may be approved by the instructor at his or her discretion.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:

 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Numeracy - Execute mathematical operations accurately.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar

  • Not Eligible for PLAR
 
 
Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: N/A
Resource(s):
 TypeDescription
OptionalOtherReference Material(s): As the Digital Marketing Environment is a dynamic environment and the application of Data Acquisition and Marketing Analytics uses technologically innovative tools, reference material will continuously be changed or added to reflect current trends and requirements. A variety of links and relevant sections of reference material will be provided throughout the course (all links and reference material can be accessed through the Sheridan Library and Learning Services or through the internet).

Applicable student group(s): Continuing and Professional Students
Course Details:

Module 1: Introduction to Marketing Analytics

  •     Overview of Digital Marketing
  •     KPIs
  •     Facebook Analytics
  •     YouTube Analytics
  •     Twitter Analytics
  •     Email Analytics

[Quiz 1 - 10%]


Module 2: Acquisition

  •     Channels
  •     Source/Medium
  •     Referrals
  •     Campaigns - UTMs
  •     Social
  •     Google Ads
  •     Google Search Console

[Quiz 2 - 15%]

Module 3: User Behaviour

  •     Content
  •     Site Speed
  •     Site Search
  •     Events
  •     Dimensions & Metrics
  •     Google Tag Manager

[Quiz 3 - 15%]

Module 4: Conversion

  •     Goals
  •     Ecommerce
  •     Funnels
  •     Attribution

[Quiz 4 - 10%]

Module 5: Audience

  •     LTV
  •     Audiences
  •     Demographics
  •     Audience Manager
  •     Mobile

[Quiz 5 - 10%]

Module 6: Integration

  •     Google Data Studio
  •     Big Data
  •     Story Telling
  •     DMAIC

[Quiz 6 - 10%]


[Final Assignment -30%]

Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

  • Academic Integrity
  • Copyright
  • Intellectual Property
  • Respectful Behaviour
  • Accessible Learning
All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.
[ Printable Version ]

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