Marketing practices have dramatically shifted with the rise of social media and the proliferation of devices, platforms, and applications. This rapidly changing environment presents new opportunities and challenges for marketers. Through a combination of case studies, best practice examples, current news items, and assignments, students learn how the elements of a digital strategy work together with traditional media to attract prospective customers. Specifically, students learn best practices for social media marketing, content marketing, organic and paid search, search engine optimization, e-mail marketing, landing pages and display advertising. Students discuss strategies for reputation management in a world where information is disseminated virally and discover how social media monitoring and data analysis can be used to improve marketing and product development activities. The importance of establishing digital marketing goals and analytics is covered as well as how to measure return on investment for digital activities. Students leave the course with the knowledge needed to develop comprehensive digital marketing and social media plans.

Prerequisites: a B or higher grade in EXPO E-34 or a satisfactory score on the mandatory test of critical reading and writing skills. (4 credits)

Spring term 2014 (23848)
Carol M. Stuckey, MBA, Assistant Dean for Communications and Marketing, Division of Continuing Education, Harvard University.
Wednesdays beginning Jan. 29, 5:30-7:30 pm.
Course tuition: graduate credit $2,000.

Limited enrollment.

Course taught via live web conference using Adobe Connect.