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: One of COMM 296, COMM 396.

Course credits:
3

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