Syllabus for DMA-740



Through relevant and applied business examples, Digital Marketing Analytics provides learners the opportunity to interpret, evaluate, and integrate digital marketing data. Students will learn to formulate and enact intelligent data-driven strategies and incorporate fundamental web marketing analytics into existing business practices. Core content will focus on identifying and understanding digital marketing metrics to gauge success of traditional, digital, interactive, and social media marketing efforts. Through an examination of available systems and relevant examples, learners will further their understanding of the digital value chain and how to capitalize on emerging trends.   


After completing this course, you should be able to:

  1. Explain and illustrate core components and key concepts associated with digital marketing analytics.
  2. Evaluate tools and strategies for successfully integrating traditional, multi-channel, and digital marketing data into business practices.
  3. Discuss core metrics, integration systems, data providers and benchmarks associated with effective digital analytics.
  4. Analyze owned, earned, and purchased digital analytics to effectively understand consumer actions and marketing effectiveness.
  5. Interpret and integrate core search engine optimization/marketing analytics into decision-making procedures.
  6. Formulate and enact data-driven strategies for varied business types and marketing objectives.  


You will need the following materials to do the work of the course. The required textbook is available from the College’s textbook supplier, MBS Direct.

Required Textbook

  1. Kaushik, A.. (2009). Web analytics 2.0: The art of online accountability and science of customer centricity. Hoboken, NJ: Wiley.

ISBN: 978-0-470-52939-3

Other Resources

  1. Brey, E. T. (2013, April). Modern Digital Analytics, Episodes 1- 8. After the Class Podcast. Podcasts retrieved from

  1. Topic-specific media including whitepapers, video podcasts, and webinars as appropriate. Professor Brey will provide links to all of these resources for students.


Digital Marketing Analytics is a three-credit, eight-week online course, consisting of four (4) modules. Modules include an overview, topics, study materials, and activities. Module titles are listed below.

  1. Module 1: The Digital Value Chain
    Course objectives covered in this module: 1, 2

  1. Module 2: Analytics and Measurements
    Course objectives covered in this module: 2, 3, 4
  2. Module 3: Processes and Procedures
    Course objectives covered in this module: 3, 4, 5
  3. Module 4: Strategic Integration and Implementation
    Course objectives covered in this module: 5, 6

Consult the course Calendar for assignment due dates.


For your formal work in the course, you are required to participate in online discussion forums, complete several types of written assignments, attend two synchronous events, and complete a final project. See below for details.

You will find Evaluation Rubrics for the discussion forums, five questions assignments, dashboard assignment, and case analysis in the Evaluation Rubrics area of the course site.

The final project has a checklist-type rubric included in with the project details.

Consult the course Calendar for assignment due dates.

Discussion Forums

You are required to participate in four (4) graded discussion forums.  Discussion forums are on a variety of topics associated with the courses modules. There is also an ungraded but required introduction forum in Module 1.

Written Assignments

Digital Marketing Analytics has several different types of written assignments, including a recurring “Five Questions” assignment. Directions for each assignment are provided within the module.

Cumulative Midterm Assignment

You are required to complete a cumulative midterm written assignment within module 2.

Synchronous Events

Synchronous events will be held during modules 2 and 3 of the semester.  Students will connect with a webinar number (provided by your mentor) at a set time.  Your mentor will work with the class to propose a time that works best and accommodates the majority.  

*Mentors instructions for this activity are available in the instructor's resources area of the course Web site.

Final Project

The final project for this course requires students to identify and report on a current trend in digital analytics.  This project will require learners to use what they have learned about digital analytics and trend identification to locate an analytics trend that they believe will serve an important role in industry.  Students will be required to write a 1500- to 2000-word professional report addressing the following topics:  trend overview, reach and scope, reported impacts, two illustrative examples, two direct applications, evaluation of these cases/applications, expert interview, business impacts, course content relationships, and what will be needed to maintain a competitive advantage.

A fuller description of the final project is available in the Final Project section of the course Web site.


Your grade in the course will be determined as follows:

  1. Online discussions (4)—20 percent
  2. Five Questions assignments (4)—20 percent
  3. Other written assignments, excluding midterm and final (4)—20 percent
  4. Synchronous Events (2) —15 percent
  5. Final Project —25 percent
  1. Cumulative midterm assignment (Final project sections 1 and 2) [15 percent]
  2. Final Project section 3 [10 percent]

All activities will receive a numerical grade of 0–100. You will receive a score of 0 for any work not submitted. Your final grade in the course will be a letter grade. Letter grade equivalents for numerical grades are as follows:
























Below 73

To receive credit for the course, you must earn a letter grade of C or higher on the weighted average of all assigned course work (e.g., assignments, discussion postings, projects, etc.). Graduate students must maintain a B average overall to remain in good academic standing.


First Steps to Success

To succeed in this course, take the following first steps:

  1. Read carefully the entire Syllabus, making sure that all aspects of the course are clear to you and that you have all the materials required for the course.
  2. Take time to read the entire Online Student Handbook. The Handbook answers many questions about how to proceed through the course and how to get the most from your educational experience at Thomas Edison State College.
  3. Arrange to take your examination(s) by following the instructions in this Syllabus and the Online Student Handbook.

  1. Familiarize yourself with the learning management systems environment—how to navigate it and what the various course areas contain. If you know what to expect as you navigate the course, you can better pace yourself and complete the work on time.
  2. If you are not familiar with Web-based learning be sure to review the processes for posting responses online and submitting assignments before class begins.

Study Tips

Consider the following study tips for success:

  1. To stay on track throughout the course, begin each week by consulting the course Calendar. The Calendar provides an overview of the course and indicates due dates for submitting assignments, posting discussions, and scheduling and taking examinations.
  2. Check Announcements regularly for new course information.


Students at Thomas Edison State College are expected to exhibit the highest level of academic citizenship. In particular, students are expected to read and follow all policies, procedures, and program information guidelines contained in publications; pursue their learning goals with honesty and integrity; demonstrate that they are progressing satisfactorily and in a timely fashion by meeting course deadlines and following outlined procedures; observe a code of mutual respect in dealing with mentors, staff, and other students; behave in a manner consistent with the standards and codes of the profession in which they are practicing; keep official records updated regarding changes in name, address, telephone number, or e-mail address; and meet financial obligations in a timely manner. Students not practicing good academic citizenship may be subject to disciplinary action including suspension, dismissal, or financial holds on records.

Academic Dishonesty

Thomas Edison State College expects all of its students to approach their education with academic integrity—the pursuit of scholarly activity free from fraud and deception. All mentors and administrative staff members at the College insist on strict standards of academic honesty in all courses. Academic dishonesty undermines this objective. Academic dishonesty takes the following forms:

  1. Cheating
  2. Plagiarizing (including copying and pasting from the Internet without using quotation marks and without acknowledging sources)
  3. Fabricating information or citations
  4. Facilitating acts of dishonesty by others
  5. Unauthorized access to examinations or the use of unauthorized materials during exam administration
  6. Submitting the work of another person or work previously used without informing the mentor
  7. Tampering with the academic work of other students

Academic dishonesty will result in disciplinary action and possible dismissal from the College. Students who submit papers that are found to be plagiarized will receive an F on the plagiarized assignment, may receive a grade of F for the course, and may face dismissal from the College.

A student who is charged with academic dishonesty will be given oral or written notice of the charge. If a mentor or the College official believes the infraction is serious enough to warrant referral of the case to the academic dean, or if the mentor awards a final grade of F in the course because of the infraction, the student and the mentor will be afforded formal due process.

If a student is found cheating or using unauthorized materials on an examination, he or she will automatically receive a grade of F on that examination. Students who believe they have been falsely accused of academic dishonesty should seek redress through informal discussions with the mentor, through the office of the dean, or through an executive officer of Thomas Edison State College.


Using someone else’s work as your own is plagiarism. Although it may seem like simple dishonesty, plagiarism is against the law. Thomas Edison State College takes a strong stance against plagiarism, and students found to be plagiarizing will be severely penalized. If you copy phrases, sentences, paragraphs, or whole documents word-for-word—or if you paraphrase by changing a word here and there—without identifying the author, then you are plagiarizing. Please keep in mind that this type of identification applies to Internet sources as well as to print-based sources. Copying and pasting from the Internet, without using quotation marks and without acknowledging sources, constitutes plagiarism. (For information about how to cite Internet sources, see Online Student Handbook > Academic Standards > “Citing Sources.”)

Accidentally copying the words and ideas of another writer does not excuse the charge of plagiarism. It is easy to jot down notes and ideas from many sources and then write your own paper without knowing which words are your own and which are someone else’s. It is more difficult to keep track of each and every source. However, the conscientious writer who wishes to avoid plagiarizing never fails to keep careful track of sources.

Always be aware that if you write without acknowledging the sources of your ideas, you run the risk of being charged with plagiarism.

Clearly, plagiarism, no matter the degree of the intent to deceive, defeats the purpose of education. If you plagiarize deliberately, you are not educating yourself, and you are wasting your time on courses meant to improve your skills. If you plagiarize through carelessness, you are deceiving yourself.

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