ADVERTISING AND DIGITAL MARKETING

Credit Hours: 3 · Undergraduate Upper-Level

This hands-on elective develops practical, career-relevant digital marketing skills grounded in marketing theory. Students learn how brands use search, social media, content, email, paid advertising, and analytics to reach customers and drive measurable results. The course also examines emerging topics such as AI-driven personalization, influencer marketing, and privacy-first measurement. Weekly hands-on exercises include Google Ads campaign design, A/B test analysis, and GA4 dashboard interpretation. Students prepare for two industry certifications (HubSpot Digital Marketing and Google Ads Display) and complete a team-based digital campaign project. Recommended Prerequisite(s): Basic familiarity with descriptive statistics (percentages, ratios, means) is recommended.