Digital Marketing

Catalog description

This course develops an understanding of the Internet as part of an overall marketing strategy by considering the ways in which the Internet has changed marketing and business. The course covers topics such as online consumer behavior, web analytics, online advertising, email, social media, mobile, and search engine marketing (paid and organic). In addition to learning fundamental principles of digital channels, students will apply the learned principles in a class project; example projects include creating a paid search campaign for a client, running a digital marketing simulation, writing a digital marketing plan, or conducting a social media audit.