MCM 6103 Communication Analytics
Students will acquire the knowledge necessary to establish a holistic communication presence including web page(s), blogs, social media using static and dynamic approaches to interact and inform customers, suppliers, and business partners. Students will acquire skills in creating a holistic, synergetic approach that manages the relationship with customers, both B2C and B2B (and B2B2C). Students will also learn how to implement Google Analytics and statistical analysis and visualization tools to get a clearer understanding of all communication touch points, internally and externally. Students will learn how to integrate traditional and digital techniques including email marketing, data mining for potential customer interest as well as monitoring customer complaints, and how to create a dashboard to monitor overall success in all online customer touch points.