MGMT 330 Digital Marketing

This course will examine major digital channels and platforms for digital marketing, theories and techniques of digital marketing, implementation considerations, and associated risks and limitations. The course will focus on the application of technology and data in the marketing mix and the behavior of consumers in the online environment. It will identify which tools can be used to collect data about customers and illustrate how digital marketing resources bring into focus the profiles and behaviors of market segments. Topics include customer relationship management, effects of the internet on product, pricing, distribution, and promotion, as well as ethical, security, and privacy concerns.

Credits

4

Course Learning Outcomes

Upon successful completion of this course, the student will be able to:

1. Improve conversion rates on a website using appropriate frameworks

2. Explain the role of digital marketing in the buyer decision-making process

3. Apply digital marketing tactics within a larger marketing and communications strategy

4. Evaluate the strategic value of various digital marketing channels and platforms

5. Measure and assess the effectiveness of digital marketing efforts

6. Plan and execute digital marketing strategies that adhere to ethical and legal standards