Digital Marketing

3 credits · Fuqua School of Business

Communication and distribution channels are rapidly evolving in the context of digital technology and consumer migration to the Internet. As a result, advertising budgets are shifting to display and search, and goods are increasingly marketed and purchased online. This course will overview digital markets along with the associated key performance indicators and the tools being used to improve the efficiency of digital marketing. Topics include advertising markets and integrated marketing communication; attribution; ad networks and media buying; campaign performance measurement; social media; search marketing; auctions; e-commerce; marketplaces; assortment and pricing; omni-channel marketing. This course is for MQM: Business Analytics students.