MSMI 605 - Digital Marketing

Unit(s): 2

The influence of technology on the field of marketing is profound. We see evidence of this in the widespread adoption of digital marketing, which has fundamentally changed the way companies and consumers interact with one another. The aim of this course is to deepen students understanding of how digital marketing creates value for consumers and helps firms achieve their marketing objectives. Toward this end, we examine a variety of digital marketing concepts, to include: online buyer behavior, website design, SEO, analytics, social media marketing, content creation, email marketing and online branding. At the same time, this course adopts a practitioner-oriented approach whereby students are tasked with applying their digital marketing knowledge and skills toward a client-based digital marketing consulting project.

School of Management