BUSI 59D: MARKET ANALYTICS & PERFORMANCE OPTIMIZATION
Foothill College Course Outline of Record
|Hours:||4 lecture per week (48 total per quarter)|
|Advisory:||BUSI 11; demonstrated proficiency in English by placement via multiple measures OR through an equivalent placement process OR completion of ESLL 125 & ESLL 249.|
|Degree & Credit Status:||Degree-Applicable Credit Course|
|Grade Type:||Letter Grade (Request for Pass/No Pass)|
Student Learning Outcomes
- Demonstrate ability to calculate key marketing metrics and understand their significance to determine strategic marketing optimization decisions.
- Understand the factors that drive conversion and opportunities to optimize marketing performance.
- Demonstrate the ability to A/B test various elements of marketing efforts to increase conversion rates.
The student will be able to:
A. Understand the factors that drive conversion and opportunities to optimize marketing performance.
B. Demonstrate the ability to A/B test various elements of marketing efforts to increase conversion rates.
C. Demonstrate ability to calculate key marketing metrics and understand their significance to determine strategic marketing optimization decisions.
A. Tables, metrics and summaries
1. Spreadsheet basics
2. Key metrics
B. Visualizing data
1. Insights and trends
C. Data analysis
2. Pivot tables
D. A/B testing
1. Elements of experimental design
E. Analyzing results
1. Calculating results
2. Significance and hypothesis testing
F. Designing and A/B test
G. Introduction to Google Analytics
H. Reading reports
1. Acquisition reports
2. Behavior reports
I. Optimizing conversions
Special Facilities and/or Equipment
B. When taught as an online distance learning section, students and faculty need ongoing and continuous internet and email access.
Method(s) of Evaluation
The student will demonstrate proficiency by participating in the following:
B. Problem-based learning/case studies
E. Formative quizzes/knowledge checks
F. Performance-based assessments
Method(s) of Instruction
During periods of instruction the student will read online lectures and articles, view instructional videos and participate in online activities.
Representative Text(s) and Other Materials
The content for this course is developed and maintained by industry leaders and is open source. There is no textbook comparable.
Types and/or Examples of Required Reading, Writing, and Outside of Class Assignments
A. Reading assignments: Students will read articles from industry publishers, such as AdWeek magazine and the Wall Street Journal, and industry websites, such as Google AdWords and Facebook Ad Manager.
B. Writing assignments: Given real-life scenarios, students will analyze customer data and make recommendations.
C. Additional assignments: Students will complete projects designed to practice data modeling, analysis and reporting and calculate key performance metrics.