MKTG423

The proliferation of the internet, mobile, and other digital technologies has changed the nature of the marketplace and offered new opportunities for both consumers and marketers. This course will discuss how digital technologies have changed the marketplace and help students acquire the theoretical understanding and practical tools needed to build an effective digital marketing strategy. Specifically, the course will help students understand how the digital environment has changed consumer behavior, what features to include in a customer-friendly website, how to leverage search marketing and social media to attract customers, and how to assess the effectiveness of different digital marketing tactics. In order to develop these skills, students will be required to (a) complete assigned readings, (b) analyze case studies, (c) actively contribute to class discussions, (d) complete a final examination, and (e) develop and implement an actual digital marketing strategy as part of a group project.

016877

Fall, Spring