Digital Marketing & Analytics

Instructor Information

• Instructor: Dr. Rhys Moreau (Assistant Professor of Marketing)
• Email: rmoreau@university.alkimi.ai
• Office: Tidewell Hall 320
• Office Hours:
  • Tuesday & Wednesday: 11:30 a.m.–1:00 p.m. (In person, Tidewell Hall 320)
  • Monday: 9:00–10:00 a.m. (Virtual via Zoom; link posted in Canvas)
  • Also available by appointment.

Course Description

Search, social, email, and content marketing; web and campaign analytics, A/B testing, attribution, and marketing dashboards built from live campaign data. MKT 350 explores the strategic design, multi-channel execution, and quantitative performance measurement of contemporary digital marketing campaigns. Students examine search engine optimization (SEO), paid search (PPC), social advertising, content strategy, email marketing, and automated customer journeys. Emphasizing data-driven decision making, the course provides hands-on experience in configuring web analytics platforms, establishing event tracking, designing rigorous A/B experiments, evaluating multi-touch attribution models, and constructing interactive marketing performance dashboards from live campaign data.

Prerequisites

MKT 301.

Measurable Student Learning Outcomes

Upon successful completion of MKT 350, students will be able to:

1. Formulate Integrated Digital Strategies: Develop comprehensive digital marketing plans across earned, owned, and paid channels aligned with customer personas and conversion funnel stages.
2. Execute Search and Paid Digital Campaigns: Design targeted search engine optimization (SEO) tactics and paid search/social advertising campaigns using structured keyword bidding and ad extensions.
3. Configure Web and Event Analytics: Set up event-based tracking frameworks, define macro- and micro-conversions, and extract actionable behavioral metrics using Google Analytics 4.
4. Conduct Controlled A/B Experiments: Design, implement, and analyze randomized A/B tests on landing pages and ad creative to achieve statistically significant conversion rate improvements.
5. Model Attribution and Build Dashboards: Evaluate rule-based and data-driven attribution models and construct automated marketing dashboards in Looker Studio to track campaign ROI.

Required Course Materials & Approximate Costs

1. Rob Stokes. eMarketing: The Essential Guide to Marketing in a Digital World. 7th ed., Red & Yellow, 2020. Free digital open access at redandyellow.co.za.
2. Avinash Kaushik. Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity. Sybex, 2010. Approx. $35 print purchase, or free library digital access.
3. Total estimated cost: $0 to $35.

Generative AI Policy (AI Level 3: AI Permitted Broadly with Disclosure)

In accordance with Alkimi University Academic Policies (Student Handbook §5.8), MKT 350 operates under AI Level 3.

• What is permitted: You may use generative AI tools broadly across project assignments to brainstorm creative ad copy variants for A/B testing, generate Python or SQL syntax for marketing data transformations, troubleshoot tracking scripts, and explore campaign attribution models.
• What is prohibited: You may not use AI tools during in-class examinations, nor may you submit unverified AI-generated marketing copy, hallucinated campaign metrics, or synthetic performance datasets as genuine empirical results.
• Disclosure: All submitted campaign reports, dashboards, and data analytics assignments must include an AI usage log detailing the tools consulted, prompts entered, and how AI-generated suggestions were validated and modified.

Grading Components and Weights

• Midterm Examination 1: 20% (In class, Thursday, September 24)
• Midterm Examination 2: 20% (In class, Thursday, October 29)
• Live Digital Campaign & Analytics Dashboard Project: 20% (Due Friday, November 20 at 11:59 p.m.)
• Analytics & A/B Testing Lab Exercises: 15% (Five hands-on digital marketing analytics problem sets submitted via Canvas on Fridays at 11:59 p.m.; lowest score dropped)
• Weekly Campaign Quizzes: 5% (Weekly online reading and concept checks in Canvas covering digital channels and attribution frameworks)
• Comprehensive Final Examination: 20% (Thursday, December 17, 2026, 1:00–3:00 p.m.)

Grading Scale (Alkimi University Standard)

• A: 93–100% | A-: 90–92%
• B+: 87–89% | B: 83–86% | B-: 80–82%
• C+: 77–79% | C: 73–76% | C-: 70–72%
• D+: 67–69% | D: 60–66% | F: Below 60%
• Extra credit: No extra credit assignments are offered in MKT 350. Students are encouraged to focus on iterative improvements on lab exercises and the live campaign project.

Course Schedule (Fall 2026)

Course Policies

Attendance Policy

Active attendance in Lovell Hall 110 is essential for collaborating on hands-on software labs, live campaign exercises, and data interpretations. If illness or university travel prevents attendance, alert Dr. Moreau before class and consult Canvas for lab recordings and dataset updates. Students who miss the first two class meetings without notifying the instructor may be dropped. Students may miss class for religious observance without penalty if they notify the instructor in writing within the first two weeks of the semester (by Wednesday, September 9, 2026). Absences for university-sponsored activities (athletics, performances, conferences) are excused with a letter from the sponsoring office at least one week in advance.

Late Work Policy

Lab exercises and the Live Digital Campaign Project lose 10% per calendar day overdue and will not be accepted after three days past the deadline. Canvas quizzes cannot be taken after the deadline.

Final Exam Policy

The final examination (Thursday, December 17, 2026, 1:00–3:00 p.m.) is scheduled by the University Registrar and can't be moved without the Dean's written approval (Faculty Handbook §5.5). A student with three or more final exams on the same calendar day may reschedule one of them. Requests go to the instructor of the middle exam by the last day of classes. For this term, send the request by Wednesday, December 9, 2026 (Student Handbook §6.4).