BUS-M591 Digital Marketing

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

From social networks to prosumer content and mobile applications, marketing in the digital age is markedly different than in the past. Students in this course will get hands on experience with many of today’s cutting edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media including network theory, game theory, and collective intelligence and will then engage in experiencing these theories in action first hand, building to a campaign of their own design. This course includes a full survey of digital marketing approaches from email to augmented reality with an emphasis on matching technology to specific marketing goals. Students in the course must be willing to create accounts on various social media tools.

Course Objectives:

• Understand the basics of conversational marketing
• Learn to use and experiment with current fundamental conversation channels
• Understand how to critique, track, measure, and create digital marketing campaigns