MGMT E-6650 Digital Media and Advertising Strategy
Spring term 2018 CRN 23848
Gone are the days when marketers could rely on having a captive audience. With the proliferation of digital media, consumers have more choices than ever. Marketers must remain nimble as the opportunities to reach consumers digitally evolve and expand. The course provides a landscape overview of the latest digital media advertising strategies and opportunities across a changing technology landscape. From strategy formulation to tactical implementation, students learn how and when to leverage digital media to achieve a variety of specific marketing goals. Additionally, the course provides a detailed overview of the latest trends in this space including consumer behavior, formats, and technology and across media, web, content, and social platforms. Participants complete the course with a comprehensive knowledge of how to use digital advertising to reach the right person at the right time with the right message on the right digital platform.