Description
Businesses are increasingly prioritizing digital platforms for their marketing efforts. This course introduces students to digital marketing, and will discuss theories, strategies, tactics and KPIs specific to marketing on digital platforms. In recent years, the digital marketing ecosystem has proved to be different than the F2F one in many aspects. As a result, many businesses employ a separate team solely for digital marketing. It has resulted many colleges offering a course in the topic. We will study modern practices and concepts related to digital marketing, examine real-world cases as well as ethical issues. At the end of the course, students will plan, implement and evaluate a digital marketing campaign through a simulation environment.
Prerequisite: MKT615