This course introduces students to marketing analytics, emphasizing the measurement and analysis of marketing activities to facilitate data-driven decision-making. Students will learn about the various marketing metrics used to measure marketing campaign effectiveness and use advanced functions in Microsoft Excel to calculate, analyze, and visualize these metrics. This course will help students hone their analytics and quantitative skill sets, enabling them to extract meaningful insights from marketing data, make informed decisions, and contribute effectively to strategic marketing initiatives.
No Scheduled Class Meetings, January 12 - April 12 (Online)
Location:
ONLINE
Instructor:
Mike Burton
Notes:
You will gain access to your online course three days before the course start date. Please note registering after the course start date may delay course access and does not permit exceptions to coursework due dates, late textbook purchase
Instructors
Mike Burton
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Mike Burton is a growth marketing leader and digital strategy practitioner with over 10 years of experience across performance marketing, analytics, and marketing technology. He has led growth and measurement strategy for organizations in education, automotive, travel, and professional services, supporting both consumer and B2B audiences. His work spans full-funnel strategy, paid media execution, analytics and tagging implementation, CRM integration, and performance optimization, with a focus on building scalable, measurable marketing systems that connect marketing activity to business outcomes.
Mike teaches courses in digital data management, metrics, and measurement, helping students develop the analytical and critical-thinking skills required to evaluate marketing performance and make sound, data-informed decisions. He brings a practitioner-led approach to the classroom, grounding instruction in real-world casework and current industry practices.
