GSM6004

In this course, you will gain an understanding of E-Commerce and Digital Marketing and how a variety of organizations can successfully manage these key aspects of their Marketing programs. The first half of the course will focus on hands-on usage of E-Commerce, Website Analytics and associated digital tools to track and visualize real time information such as web traffic and sales conversions. Of note: The Adobe Analytics Challenge is a central component of this class. All students will enter the competition as part of the course: no prior training or knowledge of this program is required. This competition is very competitive, provides sizable cash prizes for winning teams and attracts high quality client partners (i.e., Nike in 2020; Disney in 2021; Hilton in 2022). Additional technical tools leveraged in this course will include Google Analytics, Excel and Tableau. Topics will span A/B Testing, Digital Marketing ROI Assessment, Dashboarding, Data Visualization and Campaign Performance Tracking, among others as well. Cases, readings and discussions to augment and extend students' understanding of E-Commerce and Digital Marketing will also be a core component throughout the duration of the course.

Atkinson Graduate School of Management