COMM 464 - Digital Marketing

The purpose of this course is to prepare you as a manager to leverage the power of the Internet and make intelligent strategic and tactical digital decisions. The course will include:

• Looking at earned, owned and bought digital media and how each converge with one another.
• The use of social media in marketing and creating social media campaigns.
• Calculating ROI on digital marketing campaigns.
• Exploration of emerging tools and methods for assessing them.
• Designing and implementing a digital marketing plan.
• Understanding how digital marketing works in relation to the traditional marketing mix, and how digital can be incorporated in offline marketing.
• Google Analytics, Google AdWords, and other media buying tools and platforms.
• Search Engine Optimization (SEO) from a tactical and strategic perspective.
• Digital marketing talks from guest speakers from Google, Facebook, Ogilvy, and other agencies.

Learning objectives

Upon successful completion of this course, students will have the basic knowledge and skills to:

• Undertake comparative website assessment and make improvement recommendations based on iterative testing methodologies.
• Establish meaningful metrics and provide relevant digital marketing recommendations.
• Design a social media campaign.
• Prepare a comprehensive online marketing program for a real company, identifying the linkages with offline activities.

Note: COMM 464 was formerly titled E-Marketing.

Prerequisite: COMM 296