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Course Description

This course provides a high-level view of the impact of technology on the marketing of goods and services. After completion of this course, students will be able to understand the structure of the Internet, compare and contrast strengths and weaknesses of various digital marketing tools, identify common terminology used in digital marketing, analyze ethical issues in public presentation of information, and evaluate the integration of digital media into a marketing plan.

This undergraduate course is 5 weeks.

PLEASE NOTE:
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.

Course Objectives

Week 1

  • Outline the major components of a digital marketing plan.
  • Analyze websites in regard to marketing performance and customer experience.
  • Explain the importance of page ranks and keywords in relation to web page views.

Week 2

  • Identify keywords that are most relevant for a website and suggest ways to increase website traffic through specific keyword changes.
  • Assess technical issues that could hinder a website’s ranking.
  • Evaluate links found on a webpage, and create a plan to earn quality links.
  • Compare and contrast paid search engine ads, and evaluate effective ad purchasing considerations.
  • Analyze the effectiveness of an online advertising campaign and offer ways to improve the campaign.

Week 3

  • Develop marketing strategies and messages for target markets.
  • Describe the role of publishers and advertisers in an ad network, and analyze bidding strategies.
  • Recommend structure, design, and content to improve website performance for a successful landing page.
  • Evaluate Key Performance Indicators (KPI) to improve marketing decisions.

Week 4

  • Create content designed to improve email marketing open rates and interaction.
  • Develop an effective social media plan.
  • Determine best practices for performing social media marketing on Twitter, Pinterest, YouTube, LinkedIn, Instagram, or other social media sites.

Week 5

  • Evaluate best practices for improving brand recognition and reducing negative online criticism.
  • Compare and contrast layout and technical constraints in mobile web design.
  • Design a mobile advertising strategy.

Prerequisites

None

Disclaimers

The University of Phoenix reserves the right to modify courses.

While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with an Enrollment Representative.

Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.

If you have a question contact us at 866-345-1800.

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Enroll Now - Select a section to enroll in

FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Aug 11, 2020 to Sep 14, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours
FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Sep 15, 2020 to Oct 19, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours

If  Canceled appears above, this section is not available for enrollment. Please select another section marked as Available.

FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Sep 15, 2020 to Oct 19, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours
FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Oct 20, 2020 to Nov 23, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours

If  Canceled appears above, this section is not available for enrollment. Please select another section marked as Available.

FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Oct 20, 2020 to Nov 23, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours
FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Nov 24, 2020 to Jan 11, 2021
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
167.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours

If  Canceled appears above, this section is not available for enrollment. Please select another section marked as Available.

FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Nov 24, 2020 to Jan 11, 2021
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
167.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours
FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Jan 12, 2021 to Feb 15, 2021
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours

If  Canceled appears above, this section is not available for enrollment. Please select another section marked as Available.

FUNDAMENTALS OF DIGITAL MARKETING
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Jan 12, 2021 to Feb 15, 2021
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Credits/Units
3 Credit Hours
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