BMK-2780 — Digital Marketing
In this course, students compare and contrast traditional and digital marketing techniques, types, and tools and how they are used in different business models. They examine which elements of marketing strategies make a web-, mobile or social media campaign successful and which metrics can be used to measure effectiveness. Students also learn how digital marketing can be used in various differentiation and positioning strategies and how it can impact consumer behavior. Furthermore, they apply current best practices and use new media tools to deliver a consistent and complete marketing message that contributes to a brand image. These applications include designing an effective social media campaign and making recommendations for improving organic search rankings on web engines. Lastly, students examine the digital marketing environment, including legal and ethical issues and how multimedia marketing strategies are influenced by global markets. Identify the elements of successful website, mobile, and social marketing strategies. Apply current practices in utilizing new media in marketing. Make recommendations to improve organic search engine rankings. Examine the pros and cons of the various types of digital marketing. Design an effective social media campaign. Compare and contrast traditional marketing techniques with digital marketing to deliver a consistent and complete message. Evaluate the impact of global markets on multimedia marketing strategies. Examine legal and ethic
Prerequisites: BMK-2510