BUS-M 591 Digital Marketing

• 7 weeks
• 1.5 credits
• Prerequisite(s): MBA Core

The rapid change in how consumers use technology to learn about products and to make purchase decisions is creating a wealth of opportunities for marketers to innovate in how they create value for their customers. This course will help advance your career by building an awareness of marketing technology and developing skills in creating digital marketing strategies. You will use online tools to analyze consumer behavior and make recommendations to enhance digital marketing strategy. This course is highly practical in that you will complete a digital marketing audit of a company that examines content, email, search engine, social media, digital advertising, user experience, and digital metrics.

Course Objectives:

• Demonstrate competency in digital marketing strategy.
• Utilize online tools to assess common digital marketing tactics in both individual and team settings.
• Assess the effectiveness of digital marketing tactics using data analysis and communicate results to various stakeholders.