MKTG340 - Digital Marketing

Description:
Students investigate and evaluate various digital marketing and communication strategies and tactics. An emphasis is placed on critical evaluation skills, as well as social media, search marketing, websites, email, and the evaluation of digital marketing initiatives. Students create a full digital marketing plan for a real-world company.

Outcomes:

• Identify the role of the Internet in marketing
• Apply traditional marketing concepts to digital marketing activities
• Evaluate customer experience strategies that result in a long-term mutually beneficial relationship
• Distinguish the elements that create an effective digital consumer experience
• Establish metrics to assess the effectiveness of digital marketing
• Determine appropriate strategies to employ for effective digital marketing techniques
• Complete an digital marketing client report

Required Text(s):

Charlesworth, A. (2020). Absolute essentials of digital marketing (1st ed.). Taylor & Francis Group. ISBN: 9780367859206