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 web site design and user experience principles to critique ecommerce implementations
Build search engine marketing campaigns (SEM) to drive traffic to an ecommerce site
Implement search engine optimization (SEO) choices to improve search engine results page results
Evaluate when to employ paid, owned and earned media in various marketing efforts
Design an integrated marketing plan, with an emphasis on digital marketing tactics

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