DMA 610 - Digital Marketing Channels

It is more and more difficult for retailers from various industries to be successful without a comprehensive digital channel strategy. As consumers become familiar with digital channels, they expect retailers to make these channels accessible for their shopping experience. Retailers are therefore investing significantly in digital channels. Effective digital channel strategy allows retailers not only to understand the needs of the consumers they serve but also to engage with consumers in order to address their needs efficiently. The objective of this course is twofold. First, the course helps students understand how relevant digital marketing channels are to organizations overall digital marketing strategy. Second, students explore some digital marketing channels and the impact that the channels have on organization profit. Students will therefore explore content marketing, email marketing, video marketing, affiliate marketing, pay per click marketing, partnership marketing, influencer marketing, mobile app, and social media marketing to name a few. In this course, students will also explore how consumers’ demographic and psychographic characteristics align with each marketing channel. Marketers want to reach the right customers, at the right time and right locations. It is important for students to understand the strategies that are appropriate for each channel. Articles discussion, videos, group discussions, quiz and term project will help assess students’ understanding of the strategy behind the digital channel strategies.

Prerequisite(s): DMA 625 - Digital Marketing Strategies; Graduate Level standing
Co-requisite(s):
Credits: 3

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