MKT 405UA Digital Marketing and Advertising

Digital marketing is increasingly the core of how organizations build brands, connect with customers, and sell products, with digital advertising playing a central role in driving visibility and engagement. Understanding how to craft and manage an online presence is a fundamental skill for contemporary marketers. In this course, students learn how to think digitally from a strategic and tactical standpoint, while obtaining practical implementation skills. They learn the fundamentals of the most important digital channels, including content marketing and advertising concepts that fuel successful digital campaigns. Students also explore the role of AI and search engine optimization (SEO) in enhancing visibility, targeting, personalization, and campaign performance. Additionally, students learn to use data to successfully target their audiences and track and measure success. (For students in the Marketing Accelerated Pathway or Marketing Advanced Standing Concentration only).

Credits

5

Prerequisite

Acceptance to the Marketing Accelerated Pathway or approval for Marketing Advanced Standing Concentration

Corequisite

None