Digital Marketing & Marketing Analytics
Master quantitative marketing models, attribution mathematics, and multi-channel campaign analytics.
This course bridges empirical consumer research with contemporary performance marketing infrastructure. Learners analyze econometric marketing mix models, calculate customer lifetime value across cohorts, and execute tracking pipelines using modern web and advertising platforms. Through rigorous statistical evaluation and operational tooling, students develop end-to-end data fluency for marketing decisions.
Curriculum
Two complete tracks. Study either or both — each has its own exam and certificate.
An academic grounding in marketing econometrics, consumer utility models, stochastic purchase processes, and causal inference for empirical campaign measurement.
Theoretical frameworks for modeling consumer adoption timing, purchase frequency, and cohort retention dynamics.
- The Bass Diffusion Equation and Market Penetration Lab40 min
- Negative Binomial Distribution for Transaction Frequencies Lab45 min
- Retention Elasticity and Geometric CLV Models Lab35 min
Careers this prepares you for
- Digital Marketing Analyst
- Growth Marketing Manager
- Performance Media Specialist
- Marketing Data Scientist
- Conversion Rate Optimization Specialist