Prerequisites: BMGT230 and BMGT350. Restricted to any business major. To participate in the course effectively, students must have a personal laptop computer for continuous access during class sessions

Students are introduced to a quantitative approach in data-driven marketing within digital environments. Topics include data collection and measurement, web analytics, analysis of customer online behavior, social media analytics, search engines, recommendation systems, and hands-on experience with popular industry tools. Additionally, students develop foundational programming skills.