Strategic Digital Marketing

Catalog description

Separates true digital marketing and communication opportunities from hype, arming students with skills and a strong depth of knowledge on marketing in our digital world in a variety of industries. Covers how to create and execute upon sound digital marketing strategy as a vital component in achieving services and product marketing and communication objectives, as well as how to plan, build and launch digital brand experiences using techniques native to the digital landscape. Students have an intermediate understanding of the technologies, platforms and channels enabling interactive services marketing within the digital realm, and how to use the digital space to better promote a brand, themselves and their skills and interest. Critically analyzes and improves upon the methods of converting a prospect to a customer to an advocate through the digital marketing funnel; identifies moments of truth in a customer journey.