Digital Marketing

Course Code

MKTG 3500

Academic Year

2016-2017

This course focuses on the why and the how of digital marketing and selling strategies and explores how they are integrated with an organization's business strategy and technology focus. Students explore the impact of multi-channel selling and Internet marketing strategies on business. Topics include traditional versus online marketing; traditional vs. online marketing communications; costs and benefits of online marketing; online customer acquisition, service and retention; plus successful and failed e-marketing strategies. Digital marketing methods explored, include those for the web, email services, mobile marketing platforms and social networking technologies.