Marketing and Public Relations
Advanced Test, Analysis, & Experimental Design
This course introduces students to the concepts of experimental design and analytical techniques for developing marketing tests across multiple media channels and marketing touchpoints. The course covers why, what, when and how to test, along with how to analyze the results of marketing tests in traditional and interactive media including print ads, direct mail, email, social media, banner ads, search-engine marketing, landing pages and website effectiveness. Throughout the course, students learn how to establish key performance indicators for marketing and create advanced testing strategies and design statistically-oriented tests of marketing activity, including A/B and ANOVA analyses.