MKTG-37600 Digital Marketing Strategy

This course discusses the strategic implementation of digital marketing tools as they relate to a firm's integrated marketing communication strategies. Students learn how companies position their marketing mix in the digital environment to contribute to the firm's ultimate bottom line. Students get immersed in the tools and strategies that attract and engage visitors to a firm's digital presence. Students study and analyze websites, digital marketing sites, and affiliate sites to gain the "big picture" on how successful companies utilize digital marketing to attract their target audience and achieve their business goals.

Credits

3

Prerequisite

MKTG 20000