Marketing with Search Engines and Social Media Platforms

Catalog description

This course provides conceptual and analytical tools for the creation, implementation, evaluation, and management of marketing campaigns on search engines and social media platforms. Students develop skills in Search Engine Optimization, bidding in online advertising auctions, creating ad campaigns under budget constraints, targeting social media users, identifying influencers, and managing user-generated content. Students gain experience estimating digital advertising ROI and conducting sentiment analysis of textual data from online content platforms.