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BUS352 Digital Marketing Fundamentals

• Department Business
• Level Upper
• Format Online
• Credits 3

Description

This course will focus on the fundamental concepts, tools, terminology, methods, and practices that relate to the current state of digital marketing. The course will draw from the very latest practitioner thinking and literature and utilize rigorous academic sources, where necessary. The student will explore some of the key issues, before a closer examination of social media marketing in terms of how it is deployed in the service of business goals and objectives and as part of an overall content marketing strategy. An exploration of search engine optimization, PPC and digital display advertising, will give the student a good overview of current methods and practices and provide some practical application of the skills learned. The enduring appeal of email marketing will be examined and its use as part of an integrated marketing strategy. And the current development and use of mobile technologies will also be evaluated in tandem with the growth of other new technologies that will have an impact upon marketing, such as voice search and the Internet of Things. The importance of good analytics will also be emphasized with a review of the current thinking and practices, particularly regarding Google Analytics. The course will culminate in the integration of some of the previous learning in terms of the development of an appropriate and effective digital marketing plan.

View Sample Syllabus

Prerequisites

This course does not require any prerequisites.

Zero Textbook Cost (ZTC)

To be designated as a Zero Textbook Cost (ZTC) course, all instructional materials will be provided at no cost to students. These may include Open Educational Resources (OER), free materials, or library resources. Check your syllabus for more information.

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