MKT 230 Marketing Analytics & Optimization

This course provides a technical deep-dive into data-driven digital performance and optimization.  Students will master the tools of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) to drive high-intent traffic and increase brand visibility.  The curriculum emphasizes User Experience (UX) optimization and funnel analysis to identify friction points in the customer journey and maximize conversion rates.  Through rigorous A/B testing and experimentation frameworks, students will learn to translate raw digital metrics into actionable growth strategies, ensuring technical fluency in a performance-oriented marketing landscape.