MBA 588 Digital Marketing Strategy

This course builds on existing marketing knowledge, focusing on how to integrate digital marketing platforms into new and existing marketing campaigns. Students are exposed to how businesses use the internet, social media, mobile technologies, and search to build customer acquisition, retention, and conversion strategies. Primary emphasis is placed on the consultative nature of marketing and the use of internet-based technologies including, but not limited to, website development, blogs, email marketing, video marketing, and social media, to communicate with target audiences, deepen relationships with online customers, and ultimately promote products and services. Students will have a solid foundation in the customer segmentation, branding, promotion, and advertising methods marketing professionals employ for long-term, organizational growth. (3 credits)