Digital Marketing

Catalog description

This course is designed as an introduction to the rapidly evolving world of Digital Marketing. Changes in consumer behavior, opportunities, problems and tactics associated with incorporating digital technologies and methods into a firm’s marketing strategy are examined. Throughout the course, students will explore digital marketing tools such as search engine optimization, paid search marketing, online advertising, email marketing, social media marketing, web and social media analytics, viral marketing, online reputation management, and mobile marketing, from a hands-on perspective. Note: This course is a prerequisite to MBA 5164 Social Media Marketing.