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Mar 29, 2026
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MKT 555 - Marketing Technology, KPIs & Performance Analtycs
This course provides students with the knowledge and skills to assess and optimize marketing performance using modern technologies and analytics platforms. Students will explore tools such as HubSpot, Google Analytics, and data visualization dashboards to track key performance indicators (KPIs), campaign ROI, customer engagement metrics, and funnel performance. Emphasis is placed on selecting the right metrics, interpreting data in context, and using analytics to inform strategic decisions. The course also addresses the integration of marketing technologies into the broader business ecosystem, highlighting the ethical use of data and the alignment of analytics with organizational goals.
Credit(s): 3
Prerequisite(s):
MKT 550 or MKT 202 .
Outcomes
- Analyze marketing performance using platform-based metrics from tools such as Google Analytics and HubSpot.
- Define and track key marketing KPIs across channels to evaluate campaign effectiveness.
- Calculate return on marketing investment (ROMI) and other performance indicators to support strategic resource allocation.
- Visualize and communicate marketing insights using data dashboards and reporting platforms.
- Integrate marketing technologies into decision-making processes at the campaign and organizational level.
- Critically assess the ethical and strategic implications of marketing data use and measurement.
- Develop performance-focused marketing plans with clearly defined objectives, metrics, and optimization strategies.
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