MKT4260

Digital Marketing Foundations

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Digital Marketing Foundations is an introductory course to the field of digital marketing. The course is designed for business and/or marketing students looking to develop competencies in the emerging and expanding field of digital marketing. The course will provide the student with an overview and framework for understanding digital marketing principles, methods, and best practices. The course focuses on the theories, strategies, tools, methods, and applications that comprise the field of digital marketing. Course topics include the increased use of digital business in today’s climate, strategies for connecting with digital consumers, eCommerce, online consumer behavior, SEO/SEM, and email marketing. Students in this course will review scholarly and expert-provided literature and supplemental material to enable them to understand and implement digital marketing in the current and anticipated future business environment.

 

UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:

  • Identifying and evaluating influential literature relevant to Digital Marketing topics.
  • Synthesizing and applying practical applications of digital marketing techniques and methods.
  • Identifying and evaluating digital marketing best practices in modern organizational strategies and challenges.
  • Understanding the digital marketing advertising methods including email, website, SEO/SEM, social media, mobile apps, and media.
  • Discussing the implications of ethics and legal considerations in digital marketing strategy.
  • Examining the various theories of online consumer behavior.
  • Understanding management and strategic planning principles as they relate to the digital scope of marketing.
  • Examining the impact of modernization and transformation caused by digital technology on modern business organizations.
  • Developing critical and strategic thinking skills in the field of digital marketing.
  • Analyzing, evaluating, and applying digital marketing strategies centered around customer segmentation and targeted marketing.

Course Syllabi

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