Marketing is a whole new game. Learn about the hot new mix of digital-related methods that are taking over how to build your brand, bond with your customers and add value to product and service. Discover just what digital marketing encompasses along with an intro to the role played by digital analytics. Key terminology and buzz words are stressed 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
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.
SXY 220 Web and Email Marketing Strategies and Performance Tracking
For today's 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 in brand marketing, your performance requires knowledge of the role that web and email marketing strategies continue 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.
SXY 230 How to Improve Online and Mobile Sales Conversion Through Visitor Profiling
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.
SXY 240 55A Intro to Web and Data Technology Basics
Discover the meaning behind the “Big Data” buzz in this program designed to familiarize you with digital information resources used to generate analysis and reports. Gain an understanding of the core principles behind website construction, and the various ways web visitor information and activities are captured. Learn the fundamentals of how data is applied to brand enhancement decisions, including a look at new developments as you strengthen your abilities to maximize computer-generated info for smart decision-making.
Instructor: Henry Blaufox, digital services professional in web marketing, search marketing, social media and analytics.
SXY 300 Digital Analytics Case Problem and Workshop for Established Brands and Companies
Prerequisite: SXY100, SXY200, SXR005, SXY220, SXY230, SXY270, CTD650, CTD652
Use all the knowledge and skills that you have acquired throughout the entire certificate program course of study. Help a real fashion business handle a genuine challenge for which that 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, 5 and 6. Week 3 is reserved for individual consultation and communication with the instructor by email.
Instructor: Jean Marc Rejaud, assistant professor, Advertising and Marketing Communications; former American Express & L’Oreal marketing executive; and Param Ghangas, director of analytics, Discovery Communications; digital analytics & marketing professional specializing in web analytics & business intelligence with guests from the field.
Instructor: Jean Marc Rejaud, assistant professor, Advertising and Marketing Communications; former American Express & L’Oreal marketing executive; and Dave Bilbrough, SAS, principal solutions architect.