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 data 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 data analytic measurements as a tool.
Instructor: Dalia Strum, consumer and business strategic digital media expert, and fashion-related social shopping consultant.
SXY 200 Data Analytics: The Key to Unlocking Customer Intelligence
This overview of data analytics concentrates on the power of digital marketing communications and initiatives on what to make and sell. Find out how data analytics is revolutionizing decision-making. 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 is paramount. Learn data 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 Social, Email and Mobile Marketing Strategies and Performance Tracking
It’s a digital world and today's fashion consumer expects to be able to buy anytime and anywhere. Whether you are on the retail side or in brand marketing, your performance requires understanding the role web and email marketing strategies play in influencing customer behavior. This course teaches you digital marketing techniques to marketing based on data derived from websites and emails, as well as the newest development, mobile applications. 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 Web and ECommerce Marketing Strategies and Performance Tracking
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 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 Data Analytics Case Problem and Workshop for Established Brands and Companies
Prerequisite: SXY200, SXY220, SXY230, SXY 240, CTD 648, CTD650, CTD 651, CTD652 and CTD 653
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 Data Analytics support. Work closely with the company to understand its needs and come up with strategies and analysis to define improvement opportunities. Move on to develop a recommendation for the business, which will be presented in class. This is an experience worthy of your resume. Class meets onsite weeks 1, 2, 4, 5 and 6. Week 3 is reserved for individual consultation and communication with the instructor by email. This capstone project course is co-taught by the Data Analytics certificate program facilitator and a recognized analytics and digital marketing expert with guest from the field.
This is the last offering of this course before the 2015 certificate ceremony.
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,