MKT/440 - FUNDAMENTALS OF DIGITAL MARKETING
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
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