Id: 035712 Credits Min: 3 Credits Max: 3

Description

This course combines a strategic view of digital marketing and its challenges and opportunities with a tactical approach whereby through case studies, interactive sessions, class exercises, and client projects, students learn about the latest research and best practices in the industry. Topics to be covered include digital marketing strategy, digital marketing and business model innovation, social media marketing, search engine optimization, mobile marketing, video marketing, web analytics and measurement, legal and security issues, and multichannel integration. Students will leave the course with a working knowledge of the tools and processes for creating, managing, and executing digital marketing plans.

Prerequisites

MKTG.5010 Marketing Fundamentals, or permission of graduate program coordinator.

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