Digital Marketing

3.00 credits · Undergraduate

Prereq: COMM 2211; or permission of the Department This course covers the development of strategies and tactics for the ever-evolving modern marketplace full of fragmented media, many of which are digital. Digital marketing communications are different from traditional media in many ways, including the interactive element and the algorithms utilized to select the audience for different messages. Many organizations are struggling to keep up with the constant changes in digital marketing. This course discusses the theoretical underpinnings of digital marketing strategy while also covering the various tools available on the Internet to communicate with consumers. Topics may include website development, search engine optimization, social media, digital newsletters, and analytics. Activities may include simulations, website design, or social media campaign creation.(Format: Lecture/Projects 3 Hours) (Exclusion: COMM 3991 Digital Marketing)