Digital Marketing Strategy and Growth

3 Hours

Analyze strategic frameworks that support effective digital marketing decision-making in fast-changing, AI-driven marketplaces. Examine customer value models, including Customer Lifetime Value and the "Jobs To Be Done" framework. Apply principles of entrepreneurial marketing, category design, and brand building using limited resources. Develop full digital marketing programs using proprietary tools to evaluate, implement, and optimize strategies across SEO, SEM, content, email, and social media channels. Only one of the following may be counted: Marketing 372 (Topic 24), 372T (Topic 24), 372T (Topic 25). Three lecture hours a week for one semester.