MKT 3000 - INTRODUCTION TO DIGITAL MARKETING

credits: 3.0
Crosslisted/Same As: DMC 3000
Digital Marketing is a dynamic field with many different channels, each targeting unique audiences using specific analytics tools and strategies. This course uses case studies and hands-on exploration to survey these channels and trends, introducing key marketing concepts and how they connect to business and sales goals. Students will practice using real-world digital marketing tools and create strategy plans based on research and analysis of successful campaigns. Learn more at rize.pub/DMC-7. Objectives: A) Discuss the current digital marketing landscape, the different marketing channels, and how marketing drives toward business goals; B) Explain the stages of the marketing funnel and the relevant purpose and goals of each stage; C) Identify and assess goals, metrics, and key performance indicators for a digital marketing plan; D) Conduct targeted brand research and competitor analysis to inform marketing strategy; E) Evaluate target consumer personas according to brand identity; F) Develop compelling narratives for digital marketing content that engage the target audience and contribute to key performance indicator goals; G) Formulate relevant hypotheses for testing digital marketing content; H) Assess performance data to inform marketing strategy; I) Discuss the basics of data ethics. Method of Instruction: Online. Asynchronous learning is an online learning method that allows students to access course materials at their own pace and time.

Prerequisite(s): MKT 2250 PRINCIPLES OF MARKETING