DMA 625 - Digital Marketing Strategies

In this course, students are exposed to the process of designing and implementing a strategy in the digital world by using integrated marketing communication approaches. Implementing an effective digital marketing strategy allows many organizations to gain a competitive advantage in this very competitive business landscape. On the one hand, students learn specifically how to establish digital marketing objectives and how to achieve these objectives by using segmentation, targeting, positioning ,and display advertising/search engine marketing. On the other hand, they learn how to keep track of key performance indicators and measure the effectiveness of their strategies.

Prerequisite(s): Graduate Level standing
Co-requisite(s):
Credits: 3

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