This course examines actionable marketing strategies and tactics that can be implemented and measured with a variety of digital tools. Students will examine the convergence of owned media, earned media and paid media in digital spaces, and learn how a strategic plan can be supported on digital marketing platforms. Marketing management principles, and the design, measurement and evaluation of communication programs will be viewed through the lens of digital marketing.
This course examines actionable marketing strategies and tactics that can be implemented and measured with a variety of digital tools. Students will examine the convergence of owned media, earned media and paid media in digital spaces, and learn how a strategic plan can be supported on digital marketing platforms. Marketing management principles, and the design, measurement and evaluation of communication programs will be viewed through the lens of digital marketing.
