Apr 16, 2024  
2023-2024 Graduate Catalog 
    
2023-2024 Graduate Catalog
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MKTG 6232 - Digital and Social Media Marketing


Credits: 2

Digital and social media (Facebook, Twitter, Foursquare, etc.) present managers and marketers with new tools for connecting and building relationships with consumers. Developments of the last decade have changed the practice of marketing more than at any time since the advent of television. This course examines how corporations are using these platforms to build digital marketing and Web branding strategies in business and identifies techniques and frameworks to generalize from these practices. The course covers strategies for building consumer relationships through social media that lead to strong financial performance while also building trust with the brand. The course also examines how digital and social media are used as promotion tools and how these strategies are integrated with key elements of the marketing mix - product, price, and placement. The course features real-life business scenarios and case study analysis from marketing leaders and big-name brands. Prerequisite: MKTG 6201 .



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