Introduction to 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.

All students will take the following courses:

Digital Marketing

Social Media Marketing

Search Engine Optimization

Search Engine Marketing

Content Marketing
 

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 shapefuture strategiesy. 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.