MGMT E-6650 Digital Marketing Strategy
Spring Term 2017 CRN 23848
The rapid adoption of mobile, social, and other digital technologies has transformed how marketing is done today, and it's constantly changing. Marketers are facing a proliferation of digital channels, the rise of the connected consumer, and an onslaught of new digital formats and tools. Through the combination of case studies, real-world business examples, current news items, discussions, and assignments, students learn all of the elements required for a successful digital marketing strategy and how that strategy fits into an overall marketing channel plan. Additionally, students learn about current digital advertising channels and formats including video, digital display, content marketing, email, search engine optimization, paid search, mobile, ad tech, and social media. 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 strategic digital marketing plans and campaigns.