Digital Marketing

Catalog description

This introductory course in electronic marketing explores how the internet has revolutionized the buying and selling of goods and services in the marketplace and explores the various components of this channel, including social, mobile, email, and search engine marketing, to understand how to implement an effective digital marketing strategy. Topics cover B2B and B2C electronic commerce, internet user characteristics, net product and distribution, relationship marketing through online strategy, and the legal and ethical challenges of e-marketing. Also, students will learn how to develop advertising and communications strategies that blend traditional marketing concepts with marketing in the digital age to maximize brand awareness and sales generation. Prerequisite: Completion of all lower-level coursework.