Digital Marketing

Catalog description

This course provides an introduction to digital marketing, which involves the intersection of marketing and technology. Students learn the effective use of digital communication channels, such as email, paid and organic search, mobile (text, QR codes, apps, localization, and geo-fencing), Internet, and social media. Students also analyze how integrated multi-channel marketing and e-commerce work, and they examine emerging digital media. Finally, students explore ethical and public policy issues involved in digital marketing. Prerequisite: MKTG 347 Principles of Marketing.