MKTG 244 - Online Video and TV Strategy

5 CR

Students will review the evolution from television to online video, including advertising. The class explores how marketing strategies and video tactics support the larger digital framework. While a hands-on course, the curriculum is focused on the application of video skills to craft an integrated marketing strategy and executive vision.

Recommended: MKTG 102.
Course Outcomes

Evaluate online video campaigns, identifying successful marketing strategies and tactics
Develop a comprehensive digital strategy that incorporates major online video and television platforms
Execute a media plan for paid efforts using video channels
Create original content for television and online video to supplement the larger advertising strategy
Measure branding and direct efforts, and tie online activities back to in-store purchase

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