MKT5260

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 of 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:

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

Course Syllabi

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