MKTG 580U - Introduction to Digital Mktg

Credits: 4

In a world where online presence is becoming ubiquitous to organizations, many struggle to reap the benefits of operating digitally. Lack of experience, low-quality content, poor data analytics, and inability to measure returns are stated among the top reasons why firms are not able to adapt to digital marketing. Introduction to Digital Marketing is designed for students to understand this challenging universe of marketing through digital platforms, develop effective strategies to facilitate the marketing of products/services digitally, and measure the success of marketing efforts using key metrics and KPIs. The learning objectives of the course include - * In-depth understanding of the digital media landscape and nuances of various digital platforms * Implementing marketing strategies through various owned, earned, and paid media channels *Acquiring critical skill sets in the digital world such as search engine optimization and designing effective websites *Measuring digital marketing strategies by analyzing various website and mobile related data using tools/softwares such as Tableau and Google analytics By the end of the course, the students will develop capabilities in developing, implementing, and evaluating digital marketing strategies across various digital and mobile channels through a combination of lectures, case studies, and course projects.