Digital Marketing

In this course, students learn the existing and emerging formats of digital marketing, how to integrate them into the overall marketing plans, and how to use them to achieve business objectives. The course covers the latest forms of digital marketing including content marketing, website UX, SEO, SEM, social media, video, email marketing, mobile marketing, digital attribution and analytics, paid advertising, reputation management, strategy planning, and new and emerging trends such as personalization, AI, augmented and virtual reality, and messenger bots. Students learn about the challenges that marketing professionals need to address in customer acquisition, lead generation, activating and creating customer loyalty, building and promoting brands, enhancing customer relationships, and analyzing consumer behavior in the digital marketplace.