MKTG 643Digital Marketing and Strategy

Catalog

Digital Marketing and Strategy (3) This course provides an in-depth, participatory approach to the dynamic world of digital marketing, incorporating insights from industry experts. With a strong focus on the latest advancements in artificial intelligence and the rising impact of social media and influencer marketing, students will explore how these tools are reshaping the marketing landscape. Covering both foundational and emerging strategies, the course combines theoretical frameworks with real-world applications. Students will engage in readings, case studies, and practical projects to develop expertise in digital marketing, encompassing user-generated content, search optimization, social networks, mobile marketing, over-the-top (OTT) marketing, and web analytics. Grading: A-F only. Prerequisite/Concurrent: MKTG-612 or MKTG-632.