THE DIGITAL TECHNOLOGIES OF WEB AND SOCIAL MEDIA APPLICATIONS HAVE FUNDAMENTALLY RESHAPED MARKETING THEORY AND PRACTICE OVER THE LAST DECADE AND HAVE LED TO A DRASTIC SHIFT IN THE QUALITY AND QUANTITY OF INFORMATION WE ARE ABLE TO CAPTURE, STORE AND ANALYSE. WITH THIS PROLIFERATION OF DATA HAS COME AN INCREASING NEED FOR MANY BUSINESSES TO BETTER UNDERSTAND AND REACT TO VARIOUS CUSTOMER CHARACTERISTICS. THIS COURSE IS DESIGNED TO PROVIDE THE SKILLS AND TOOLS NEEDED FOR STUDENTS TO RECOGNIZE THE ROLE OF WEB AND SOCIAL MEDIA ANALYTICS WITHIN THE DIGITAL MARKETING LANDSCAPE.