MKTG 5721: Digital Marketing Strategies and Measurement

Course Description

This course offers students a theoretical foundation and practical insights into the dynamic internet marketplace, introducing them to its evolving landscape and real-world digital marketing problems and solutions. The following topics will be covered: (1) an overview of the digital industry landscape and transitioning to digital (product, price, and place); (2) digital marketing and advertising tools (paid search advertising, display advertising, search engine optimization, influencer marketing, AI); and (3) digital marketing measurement that companies need to consider when evaluating digital marketing success.