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

© 2017 Lutz Braum

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