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Digital Analytics: Fashion Marketing and Retailing Course Descriptions

SXY 100 Intro to the Power of Digital Marketing
.3 CEU
Marketing is a new game. A mix of modern digital-related methods that focus on how to build your brand, bond with your customers and add value to product and service are replacing traditional concepts that have been in play for decades. Discover just what digital marketing is and the role played by digital analytics and why this is important. Learn the meaning of key terminology and buzz words as you find out how the new marketing uses SEM, SEO, display ad, e-commerce, email, social media, online advertising and mobile communication to drive business. Lecture includes the basics of digital analytic measurements as a tool.

Instructor: Dalia Strum, consumer and business strategic digital media expert and fashion-related social shopping consultant.

SXY 200 Digital Analytics: The Key to Unlocking Customer Intelligence
1.5 CEU
This overview of digital analytics provides an introduction to the power of digital marketing communications and initiatives on what to make and sell. Find out how digital analytics is revolutionizing decision-making in all industries from business to government. Whichever you are, a fashion market creative or a “left-brained” strategist, the collection, analysis, and reporting of website, mobile and social media data related to customer behavior and preferences has become paramount. Learn digital analytic terminology, basic buy performance indicators and how to identify and measure them. Case studies related to fashion businesses help make course information easy to grasp and use.

Instructor: Theodore Schachter, assistant professor, Advertising, Marketing, Communications, Social Media Certification, University of San Francisco, former advertising industry executive.

SXY 220  Web and Email Marketing Strategies and Performance Tracking
1.5 CEU
For todays fashion consumer, the customer journey is no longer linear. It’s a digital world and people expect to be able to buy anytime and anywhere. Whether you are on the retail side or brand marketing, your performance requires knowledge of the role that web and email marketing strategies continues to play in influencing customer behavior. This course teaches you digital marketing techniques that take a data driven approach to performance. Key strategies and measurement techniques covered include search, display and remarketing, affiliate, mobile web, email, digital CRM, targeting, online to offline measurement, and attribution modeling.

Instructor: Ellie Schwartz, senior vice president, Customer Insight and Market Intelligence, Eaton Marketing Group.

SXY 230 How to Improve Online and Mobile Sales Conversion Through Visitor Profiling
1.5 CEU
This cutting-edge analytics course gives you a working knowledge of the tools, technology, and data sources available to improve sales conversions and ROI from your digital initiatives through analyzing site visitor characteristics and behavior. Learn to develop key performance indicators, and gain an understanding of how to establish comprehensive measurements for your organization, including report analysis. 

Instructor: Danny Essner, digital merchant marketing executive, Magento, eBay eCommerce software platform; principal, The Essner Marketing Group. 

SXY 270 Fashion Biz Social Media-Social Commerce Fundamentals and Best Practices
1.5 CEU
Gain a vital A - Z education on current social media developments now in practice by the major fashion players - retail, designer and media segments. It doesn't matter what you do in fashion or hope to do, get the necessary know-how on the social revolution. Take a look at blogging, posting, pinning, tweeting, etc. as methods to engage specific demographics morphing social media into social commerce. Become fluent in all the buzzwords as you examine how digital developments from websites to smartphones and apps can create a more efficient and successful customer experience, better customer service, and opportunities to increase engagement and loyalty. Turn an educated critical eye to what constitutes success and what results in customer overload and turn-off.

Instructor: Dalia Strum, consumer and business strategic digital media expert and fashion-related social shopping consultant.

SXY 300 Digital Analytics Case Problem and Workshop for Established Brands and Companies
1.5 CEU
Prerequisite: SXY 100, SXY 200, SXR 005, SXY 220, SXY 230, SXY 270, CTD 650, CTD 652
Use all the knowledge and skills that you have acquired on Digital Analytics and Marketing throughout the entire certificate program. Help a real fashion business with a real fashion product or service handle a genuine Digital Marketing challenge for which this business requires Digital Analytics support. Work closely with the company to understand their needs and come up with strategies and analysis to define improvement opportunities. Move on to develop a recommendation for the business presented in class. This is clearly an experience worthy of your resume. Class meets onsite for sessions during weeks 1, 2, 4 and 5. Week 3 is reserved for individual consultation and communication with the instructor by email. This capstone project course is co-taught by the Digital Analytics facilitator and recognized analytics expert, and Dave Bilbrough, digital marketing expert. The needs of students seeking SXY300 larger firm experience and the needs of students seeking CEO300 entrepreneurial experience will be met in this particular SXY 300 offering.

Instructor: Jean Marc Rejaud, assistant professor, Advertising and Marketing Communications; former American Express & L’Oreal marketing executive; and Dave Bilbrough, SAS, principal solutions architect.


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