DIGITAL MARKETING

Catalog description

This course is an introduction to digital marketing used to generate online consumer engagement, customer acquisition and retention as part of a comprehensive marketing plan. Digital marketing strategies include website marketing, social media marketing, social commerce, mobile marketing, mobile advertising, blogs, affiliate marketing, search engine marketing (SEM), search engine optimization (SEO), geo-optimization (GEO), content marketing, email marketing, customer relationship management and key performance indicators (KPIs). Trends to be discussed include artificial intelligence (AI), legal, ethical, and other issues. Students will gain knowledge and skills to develop effective digital marketing strategies for organizations.