Digital Marketing

As online marketing continues to evolve, there is an ongoing challenge: knowing which digital channels to use, how to use them successfully, and how to integrate them into the total marketing mix. The rapid shift of advertising dollars away from traditional media to online platforms has arrived, and it is becoming increasingly important for marketing students to be well-versed in the field of digital marketing. This course gives students the skills to understand and use the latest interactive technologies and approaches, as well as the knowledge base to be able to assess and utilize future trends that emerge in the next stages of technological development. Through readings, case studies and hands-on projects, students will come away with an understanding of successful online marketing strategies, user generated content, search, social media networks, mobile, advertising, and web analytics.