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May 17, 2024
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MKTG 6235 - Digital Marketing Foundations
Credits: 2
Explores the fast-changing world of digital marketing and advertising (“DMA”). Reviews DMA channels and platforms, from Google to Facebook and beyond. Examines the major DMA channels, including search marketing (paid and organic), social media, email marketing, and influencer marketing. Evaluates how and when to optimally utilize the channels noted above, depending on what part of the journey a prospective consumer is in. Learning outcomes include a clear understanding of the major DMA channels, knowledge of how to measure performance across each channel, a CMO-like ability to build and critique multi-channel media plans, understanding how consumer intent and audience targeting may be deployed in DMA, and a new glossary of DMA terminology and KPIs. Prerequisites: MKTG 6476 .
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