MARK40103

Prerequisites: A grade of 'C-' or higher in MARK 30153 and must be a declared business major; a grade of 'C-' or higher, or concurrent enrollment in both MARK 30113 and MARK 30243 or MABD student group. As more money gets shifted away from traditional media and into digital and social media marketing, it is important that students understand how digital and social media marketing gets integrated into marketing strategy, branding, and integrated marketing communication concepts. Broadly, digital marketing refers to everything that an organization does online to support its business. This can include display advertising, social media, social media monitoring, search engine optimization and search engine marketing and other emerging ones as they develop. However, the primary objective will be to examine: (1) driving business with digital marketing, (2) linking strategy to tactics, and (3) measuring outcomes and results.

Spring