British Columbia Institute of

Important Notice: COVID-19 Institute response


MKTG 2652 - Digital Marketing Analytics

Marketing Management Part-time Studies Course

School of Business + Media

BCIT is planning for a substantial return to on-campus activity for the fall 2021 term as informed by BC Public Health Officer guidelines. Refer to each course listing for details.

Course Details

We live in the Big Data era, but many small- and medium-sized organizations are unable to capitalize on the opportunities, insights, and competitive advantages available from the quintiles of data produced every day. And no surprise: it's an overwhelming and jargon-filled landscape. This course will introduce marketers to strategies for prioritizing the data that matters to a business, the tools to measure common marketing data sources, frameworks and methodologies for digital marketing data analysis, and best practices for reporting marketing data insights. Students will explore and analyze real-world data from social media platforms, e-commerce websites, mobile apps and more, as well as use current tools to create digital marketing dashboards. The final project will have students present their digital marketing analytics reports.


MKTG 1352





Winter 2022

Below is one offering of this course for the Winter 2022 term.

CRN 89563

Mon Jan 03 - Sat Mar 26 12 Weeks

Class Meeting Times

Dates Days Times Locations
Jan 03 - Mar 26 Online


Erin Whittle

Course Outline

TBD – see Learning Outcomes in the interim




  1. Internet delivery format.
  2. Internet delivery format. Please note that the lecture component for this course is asynchronous, not requiring you to meet each and every week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Please check the following link to ensure you meet the computer requirements for the class. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.

Learning Outcomes

Upon successful completion of this course, the student will be able to:

  • Apply key digital marketing analytics concepts and common measurement frameworks
  • Select and use appropriate digital tools to meet measurement objectives
  • Diagnose brand health through digital marketing measurement tools
  • Identify audience insights and opportunities for targeting
  • Calculate the return on investment of digital marketing activities
  • Apply digital marketing analytics to improve customer service
  • Apply digital marketing analytics to launch a new product
  • Conduct web analytics and evaluate website performance data
  • Select data sources and measurement methods aligned with marketing objectives
  • Create real-time digital marketing dashboards
  • Construct and deliver digital analytics reports that present insights and inform strategies and tactics

Effective as of Fall 2021

Related Programs

MKTG 2652 is offered as a part of the following programs:

School of Business + Media

  1. Digital Marketing Strategy
    Part-time/Distance & Online Learning   Associate Certificate


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