Advanced Digital Marketing & Analytics: Strategy, Ethics and AI Integration

This course builds on foundational digital marketing knowledge, equipping students with advanced skills to develop, evaluate, and optimize strategic marketing initiatives in a data-driven world. Designed for professionals ready to take their marketing expertise to the next level, Advanced Digital Marketing & Analytics: Strategy, Ethics and AI Integration focuses on the integration of performance metrics, market trend analysis, stakeholder communication and the responsible use of artificial intelligence in digital marketing.

Through a combination of real-world case studies, practical applications and industry-relevant tools, students will refine digital marketing strategies and learn to effectively interpret and communicate complex data insights to diverse audiences, including sales and marketing teams. A strong emphasis is placed on aligning marketing tactics with organizational goals, understanding customer personas and lifetime value, and ensuring ethical accountability in today’s AI-powered marketing landscape.

What You’ll Learn:

• By the end of this course, you will be able to:Evaluate and optimize digital marketing strategies using key performance indicators (KPIs) and analytics
• Identify and analyze market communication trends specific to your industry
• Translate complex marketing data into actionable insights for key stakeholders
• Responsibly integrate artificial intelligence into marketing strategies, with attention to privacy and ethical considerations.

Topics Covered Include:

• Sales & Marketing Funnels
• Funnel Performance and Optimization
• Customer Personas and Lifetime Value
• Digital Brand Management
• Artificial Intelligence in Digital Marketing
• Accountability, Privacy and Ethics in Data Use

This course is ideal for marketing professionals, business leaders and strategists seeking to elevate their digital marketing capabilities with a forward-looking, analytics-driven approach.

 
 This course requires a textbook at an additional cost. Students may order through the Villanova Bookstore.

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