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

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
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

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

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. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. 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.

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