Digital Marketing

BUS 4061

This course will provide students with an understanding of how digital marketing strategy is designed and how the marketing mix is changing to reflect the needs of the digital world. With the rapid shift of advertising dollars away from traditional media to online platforms, it is becoming increasingly important for business/marketing graduates to be well-versed in digital marketing and analytics fundamentals. Indeed, some small businesses may achieve success through using digital marketing exclusively. Social media, emotions, and consumer personas will be investigated; however, digital marketing is not only about social media; it covers all web interactions (SEO, search engine marketing, URL strategy, mobile, SMS messaging, QR codes, etc.). Also, students will become familiar with the concept of planning a marketing campaign for different digital media and how to assess digital channel performance. This course will provide a solid foundation in the key concepts for these exciting fields.