Digital Marketing Strategy

Marketing 1102 is an introduction to the fundamentals of marketing. In addition to the "four Ps" of marketing—product, price, place, and promotion—students will be introduced to how marketers create customer-driven marketing strategies based on their research and understanding of the marketing environment and customers. Students will plan a strategy for and compete in an online marketing simulation. After the simulation, students will evaluate their performance and deliver a marketing plan for their simulation company, which will be assessed on students' application of marketing terminology and processes and in the professionalism of their work. Additionally, students will complete assignments, quizzes, and exams.
Prerequisite(s):

• No prerequisites are required for this course.

The focus of this course will be to provide the student with e-Marketing techniques and strategies that can help any forward-thinking organization be competitive in today's business environment. Key areas that promise to leverage the power of Internet are: customer relationship management (CRM); 1:1 marketing; permission-based e-mail marketing; viral marketing; attributes of a good Website and Website marketing goals; Website promotion/search engine positioning/ranking, and key Internet technologies/terminologies/acronyms.
Prerequisite(s):

• No prerequisites are required for this course.

​Learn about current social media platforms and how to use them strategically to market your business. With a heavy emphasis on tactical, experiential, hands-on learning, as well as case studies, students will gain experience creating business accounts for several leading social media platforms and how to apply best practices for content creation on each platform.
Prerequisite(s):

• No prerequisites are required for this course.

​In this course you will explore how to develop social media marketing initiatives that are designed to meet business objectives. With a heavy emphasis on real-life case studies, best practices, and data-driven techniques, you will learn how to create a strategically-focused social media marketing plan that integrates with other marketing activities and helps you establish and maintain an effective online presence (that goes beyond Facebook and Twitter).
Prerequisite(s):

• No prerequisites are required for this course.

Every company that leverages a website, blog, video channel, podcast, email newsletter, and/or social media needs effective and efficient content planning. By learning a multi-step, iterative, content planning process, students build new digital skills that can be applied in real world contexts. Content planning saves time, creates more professional content, enhances brand consistency, and assists in building relationships with customers. The focus of this course will be to provide the student with content planning strategies and content creation techniques to fuel the digital marketing efforts of any organization.
Prerequisite(s):

• No prerequisites are required for this course.

Search engines create opportunities for businesses to attract more traffic and more customers to their website, product or service pages, videos, social media, and even to their brick-and-mortar location. In this course, students will learn about organic or unpaid search engine marketing, known as search engine optimization or SEO, and paid search engine marketing, often called SEM or pay-per-click PPC or just Google Ads (since Google is the dominant search engine). This course covers the foundations of SEO and SEM, starting with an understanding of search engines and the business case for SEO. Students will then use various tools to conduct SEO audits, research keywords, and create and present strategies for on-page SEO, technical SEO, and link building. After exploring the organic side of search, students will learn the value of paid search. Using a company of their choice as a case study, students will create and present a paid search campaign, including a well-structured account, budget, keyword strategy, and effective ads. Students will create and pitch both an SEO and a paid search plan for a local business or not-for-profit organization of their choosing. (For online and asynchronous courses, these presentations will be recorded and posted on the Learning Hub for the class to view and discuss.)
Prerequisite(s):

• 50% in MKTG 1352
• OR relevant industry experience

Did you know that more video content is uploaded to the internet in a single month than network television has produced in three decades? And most of it is uploaded to YouTube. As the world’s second largest search engine (and owned by the world’s largest), YouTube is a powerful driver of website traffic. Marketers use video as the primary media for their content strategy, creating YouTube channels for presentations to drive leads and sales, for explainer videos to increase product and service understanding, for advertising, and more. This course will introduce students to the basics of setting up a YouTube channel, learning how to create content that is optimized for search, managing the analytics to hone and tweak successful YouTube performances, and using YouTube to deliver on business objectives.
Prerequisite(s):

• 50% in MKTG 1352
• OR relevant industry experience

We live in the Big Data era, but many small- and medium-sized organizations are unable to capitalize on the opportunities, insights, and competitive advantages available from the quintiles of data produced every day. And no surprise: it's an overwhelming and jargon-filled landscape. This course will introduce marketers to strategies for prioritizing the data that matters to a business, the tools to measure common marketing data sources, frameworks and methodologies for digital marketing data analysis, and best practices for reporting marketing data insights. Students will explore and analyze real-world data from social media platforms, e-commerce websites, mobile apps and more, as well as use current tools to create digital marketing dashboards. The final project will have students present their digital marketing analytics reports.
Prerequisite(s):

• 50% in MKTG 1352

Designed for advertising agency and media sales personnel and individuals considering career entry in the advertising industry. Covers media/industry terminology, strength and limitations of media vehicles. Industry related research and the roles of those involved in planning buying and selling media time and space.
Prerequisite(s):

• 50% in MKTG 1102