Digital Marketing

Catalog description

Digital platforms like websites, email, social, and search engines have expanded the ways that companies can communicate with their customers. While most people are initially attracted to digital because of the excitement of new media, digital is fundamentally changing the marketing function. At the heart of marketing lie the consumers and their marketing journey through the stages of awareness, intent, conversion, and retention. In this course, students will learn how digital has revolutionized the interactions between firms and consumers along this journey. Digital marketing offers powerful tools to reach consumers along the funnel: online display ads raise awareness, search engine reaches consumers with intent, website facilitates conversion, and lastly, social media and email marketing help retain customers. P: MKT 319 .