MKT4280
Digital Advertising & New Media
This course focuses on the varied tools, technologies. concepts, and techniques that drive digital media and advertising. An overview of the economic, political, legal, and cultural impacts Digital Advertising & New Media have on modern organizations. This course expands on the various types of media in digital marketing: Owned, Earned, and Paid. Each of these advertising types will be examined along with an investigation of best practices and their application to digital marketing strategy. A focus on various advertising channels including display ads, paid search, social media, blogging, and other media channels will be evaluated.
UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN:
- Comprehending the definition of digital advertising and new media.
- Identifying and evaluating influential literature relevant to digital advertising and new media topics.
- Synthesizing and applying practical applications of digital advertising and new media planning methods.
- Applying digital advertising and new media best practices in modern organizational strategies and challenges.
- Explaining the concepts around the digital media types to include paid, owned, and earned media strategies.
- Discussing the framework of new media planning, buying, and implementation.
- Explaining the role of customer segmentation and target audience analysis in digital advertising and new media planning.
- Composing a strategic digital media plan in a real-world marketing challenge.
- Describing the role of digital media in the overall context of digital marketing strategy.
- Describing the ethical impact and implications of various aspects of digital marketing in modern organizations.
- Recognizing the best practices for marketing to customers in the right media channel.