Feb 02, 2023  
Loyola Marymount University Bulletin 2017-2018 
Loyola Marymount University Bulletin 2017-2018 [ARCHIVED CATALOG]

MRKT 4521 Adaptive Media and Analytics

3 semester hours

Because of the rapid growth and influence of advertising technology and online/social media, to remain relevant, brands must create, monitor, and adjust their message and media not by the month but by the day, by the hour, even the fraction of a second. To effectively reach and engage individuals, brands need to be agile and adapt in real time to how consumers react and respond to advertising and promotional content. This course will provide students the perspectives and tools to develop paid search (search engine optimization, or SEO) and both paid and organic social media strategies that are effective, cost efficient, adaptive, and measurable. Through this course, students will learn how analytics (monitoring, measuring, and interpreting online and social data) helps companies, brands, and organizations to better evaluate advertising and marketing performance.

Prerequisite: MRKT 3510 .