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May 21, 2024
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2022-2023 Catalog [ARCHIVED CATALOG]
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MKTG 252 - Introduction to Digital Marketing
PROGRAM: Marketing
CREDIT HOURS MIN: 3
LECTURE HOURS MIN: 3
DATE OF LAST REVISION: Fall, 2017
Provides an introduction to the world of digital marketing media and digital media tools. Integrates digital media into organizational and marketing strategy. Explores the most popular digital marketing tactics and tools. Emphasizes familiarity with executing digital media, understanding the marketing objectives that digital media can help organizations achieve, and establishing and enhancing an organization’s e-digitale-marketing presence.
MAJOR COURSE LEARNING OBJECTIVES: Upon successful completion of this course the student will be expected to:
- Identify the real-time informational value of digital media.
- Execute digital marketing tactics in an integrated marketing strategy to facilitate organizational goals, including but not limited to an integrated digital marketing plan, differentiation, positioning, and branding.
- Discuss the ethical and legal issues for digital marketing.
- Select correct digital media channels for desired communication objectives.
- Describe the most common digia media tactics (i.e., Website, Search Engine Marketing (SEM), Email, Social Media, Paid Ads, Blogs, etc.) and the effective use of each.
- Identify how an integrated digital marketing plan can improve brand recognition, expand the customer base, generate loyalty, and build relationships.
- Describe the impact of digital media in delivering the marketing mix to the target market.
- Discuss methods for soliciting and utilizing Voice of Customer.
- Create and maintain company blogs as a method to engage in interactive conversations with customers to maintain or enhance customer experience and engagement with your brand, building trust, credibility, and loyalty.
- Use professional social networking applications for recruitment and B-to-B communication (i.e., industry discussion groups, company buzz, polls of network and target groups).
- Discuss the role of mobile technology and location-based marketing tools to bring the Internet to point of sale and connect with customers where they are.
- Create personalized online video marketing content and channels.
- Develop familiarity with social media aggregators to manage various media efficiently and effectively.
- Discuss digital media from a global marketing perspective.
- Track effectiveness and return-on-investment (ROI) of digital marketing tactics using digital analytics tools.
COURSE CONTENT: Topical areas of study include -
- B-to-B communication
- Blogs
- Brand loyalty
- Buzz marketing
- Communication objectives
- Customer relationship management
- Digital analytics tools
- Digital media tactics
- Email marketing
- Integrated digital marketing strategy
- Location-based marketing
- Micro-blogging
- Mobile technology
- Niche marketing
- Personal branding
- Podcasts and Webinars
- Social media aggregator
- Social networks
- Viral marketing
- Video marketing channels
Course Addendum - Syllabus (Click to expand)
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