MRKT 645 Digital Marketing
The internet and related digital technologies have made an impact on business, and marketing plays a key role in shaping the modern consumption-led economies fueled by these technologies. This course provides an understanding of digital marketing and electronic commerce. Digital marketing - marketing via the internet and other forms of new media, such as smart phones and even games consoles-- includes online advertising and participating in social media, but can also include online listening and monitoring, and search engine optimization. Through a combination of lecture, case studies, and course projects, students will develop capabilities in developing, implementing, and evaluating digital marketing strategies. Lecture. Prerequisites: MRKT 606, Marketing Concepts and Strategies, and graduate standing.