Digital Marketing Course

Description

ALL STUDENTS WILL TAKE THE FOLLOWING COURSES:

• Digital Marketing
• Content Marketing
• Digital Marketing Analytics
• Marketing Project
• One Elective Course: Sample electives may include Behavioral Economics, Elements of Marketing and
Search Engine Optimization

DIGITAL MARKETING :

In the ever-evolving marketing landscape, it has become imperative for a business to integrate digital marketing
efforts into its overall marketing strategy. Students in this course will explore the development, production and
implementation of digital-marketing delivery methods including, but not limited to, email marketing, web-based
marketing, search-engine optimization (SEO), online advertising, and social media. The curriculum will introduce
tools to appropriately measure and evaluate the effectiveness of digital-marketing campaigns that are designed to
improve the experience of the consumer. New trends, as well as key opportunities for innovation, will also be
included.

CONTENT MARKETING :

Content marketing is defined as the marketing and business process for creating and distributing relevant and
valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the
objective of driving profitable customer action. Well-developed content is the heart of a successful marketing
campaign.

DIGITAL MARKETING ANALYTICS :

Audiences are spending more of their time online and in response, marketers are spending more of their resources
there. With a seemingly limitless sea of options as to where to be present online, how do we decide where to start?
And once we do, how do we know what’s working? This course will take students through navigating the digital
landscape and how to utilize data to guide this journey. Students will develop an understanding of what marketing
channels contribute to a cohesive online presence, exploring areas such as organic and paid search, social media,
and email marketing. Students will learn to identify key performance indicators to assess the performance of each
channel as well as how to leverage these insights to shape future strategy. With a primary focus on Google
Analytics data and other online data tools, students will gain an overarching view of how each channel in their
marketing mix is performing and how to shape future strategy accordingly.