MKTG 450 — Digital Marketing Strategy
This course will provide students with a strategic view of digital marketing and its challenges and opportunities, with a tactical approach using exercises and projects to learn and use digital marketers growth hacking tools and techniques. The course will develop a strategic framework for planning and analyzing digital marketing strategies from the web to mobile, email to apps, social media, and user-generated content. The course will cover the range of digital advertising and marketing channels and touch upon new and emerging media and developments. Discussion will focus on strategies and metrics for success, measurement and optimization techniques, and planning and goal setting. Using various tools and techniques in practical exercises and projects, students will understand using digital channels to achieve their marketing goals.