MKT7542 - DIGITAL MARKETING
MKT7542 Digital Marketing
3 credit graduate elective
This course is designed to serve as both a survey and an applied approach to the field of digital and social media marketing. This course explores the various aspects of social media and the issues facing today's marketing managers that arise from it, including: social news, promotion through social media channels, primary and secondary traffic, viral content distribution, photo and video sharing, online community and network building, search engine rankings, spam, forums and message boards. Particular emphasis will be placed on understanding and developing social media strategy. Additionally, equal emphasis will be placed on individual and group-based strategic social media planning, including, but not limited to: developing and maintaining a blog, creating buzz through social media, mastering social media research tools and planning social media campaigns. Additional topics include: marketing strategic approaches on the Internet, e-CRM, e-marketing research, digital positioning and branding, managing social networks, integrated communications on digital media, new pricing approaches, digital competition, virtual merchandising and e-commerce strategies. Upon completion of the course, students will have acquired competence in designing marketing programs that develop the innovative potential of online consumers and social networks.
Evening: MKT7000 or MBA8520 or MKT7200
Fast Track: MBA7335 or (ECN7201 and MIS7200)
One Year: MBA7210 or MKT7200
Two Year: MBA7320 or MKT7302 or MKT7200