MKTG 102 - Intro to Digital Marketing Platforms

5 CR

Provides an introduction to digital marketing concepts and how they can be used in a larger integrated marketing campaign. Students explore search engine marketing (SEM), search engine optimization (SEO), display advertising, online video, social media, mobile marketing, content creation, ecommerce, and digital measurement/analytics.

Course Outcomes

Establish basic website design and user experience principles to critique e-commerce implementations
Build search engine marketing campaigns (SEM) to drive traffic to an e-commerce site
Implement search engine optimization (SEO) choices to improve search engine results page results
Evaluate when to employ paid, owned, and earned media across various digital platforms
Collaborate with other students to develop an integrated marketing plan, with an emphasis on digital marketing tactics
Create written and oral presentations for key stakeholders that demonstrate timeliness and attention to detail

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