Digital Marketing
Southern Connecticut State University
MKT 340
In this course, I cover the fundamentals of digital marketing and its role in the overall marketing mix. Savvy marketers have shifted from product-centric to customer-centric marketing, and new technologies and channels allow for increasingly sophisticated targeting, messaging, and tracking of marketing effectiveness. This course provides comprehensive knowledge of digital marketing strategy, from formulation to implementation. Students will understand the growing role, importance, and unique nature of digital marketing, and learn about various online marketing tools including online advertising, SEM/SEO, email, website development/design, social media, mobile marketing, and much more.
September 2017 Update: With my recent move to the DC area I no longer teach this class, but I look forward to inspiring college students to pursue a career in Marketing again in the near future.
The course content will be delivered using a combination of informational lectures, assigned readings, case studies, term paper, group project and class participation. Each session will be 1/3 lecture, 1/3 discussion of projects/case studies/current events, and 1/3 hands-on practice/implementation of course materials.
Students will also develop a personal online marketing strategy that includes creation of a website and development of an online advertising campaign, which will help illustrate the course content in a meaningful way and provides students with a valuable tool for their own career development.
Course Approach
Syllabus
Session 1: Digital Marketing Overview
Session 2: Website Marketing
Session 3: Search Engine Marketing
Session 4: Online Advertising
Session 5: Email Marketing
Session 6: Mobile/Video Marketing
Session 7: Marketing Analytics
Session 8: Lead Generation & CRM
Session 10: Social Media Marketing
Session 11: Digital Marketing Strategy
Session 12: Case Study Presentations
Session 13: Review & individual project presentation