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Dec 29, 2025
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MGMT 42710 - Digital Marketing Strategy
Credit Hours: 3.00. Digital marketing is where marketing meets the internet, wireless devices, and other digital media. The course covers a variety of topics including online advertising, search engine optimization, participation in social media, online listening and monitoring, and web & social media analytics. Through a combination of lecture, case studies, hands-on exercises, and course projects, students develop capabilities in designing, implementing, and evaluating digital marketing strategies. Students can also gain hand-on learning experience in the course by participating in an online marketing project. In the online marketing project, each student team is given $50 to promote a chosen business or organization via online or social media platform (including search engine advertising and online display advertising).
Learning Outcomes
1. Enable students to rethink marketing in the evolving digital age.
2. Develop capabilities in designing, implementing, and evaluating digital marketing strategies.
3. Understand major tools of digital marketing by gaining hands-on learning experience of search engine advertising tools by participating in a Google sponsored online marketing challenge competition.
Credits: 3.00
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