MKTG220 Digital Marketing

Department of Business Studies: Marketing

I. Course Number and Title
MKTG220 Digital Marketing
II. Number of Credits
3 credits
III. Number of Instructional Minutes
IV. Prerequisites
V. Other Pertinent Information
VI. Catalog Course Description
This course examines the basic principles and concepts underlying the use of digital information and communication technology by organizations and consumers. It reviews critical success factors and best practices central to the effectiveness of digital tools and social media.
VII. Required Course Content and Direction
  1. Course Learning Goals

    Students will:

    1. explain the challenges and opportunities that digital technologies present to marketers;
    2. apply digital marketing concepts by analyzing a company's web presence;
    3. analyze essential digital tools and social media employed to achieve marketing goals;
    4. create effective digital marketing content; and
    5. evaluate digital marketing plans and strategies for effectiveness.
  2. Planned Sequence of Topics and/or Learning Activities

    1. Digital marketing as part of the marketing communications mix
    2. Digital marketing models and strategies
    3. Essential digital marketing tools
      1. Branding and video marketing
      2. Digital display advertising
      3. Web and email marketing
      4. Search marketing (Search Engine Optimization, keyword, and pay per click)
      5. Social media marketing
      6. Mobile marketing
    4. Development of Internet marketing strategies and programs
      1. Lead generation
      2. Customer relationship development and management
      3. Security and privacy
      4. Customer acquisition
    5. Measuring, analyzing, and evaluating digital marketing programs
    6. Social and regulatory issues
  3. Assessment Methods for Course Learning Goals

    The assessment of Course Learning Goals is based on case studies, written assessments, and other assignments, as well as performance based tasks as appropriate.
  4. Reference, Resource, or Learning Materials to be used by Student:

    Details provided by the instructor of each course section. See course syllabus.

Review/Approval Date - 4/99; Revised 4/05; Revised 5/15; New Core 8/2015