BU306 Digital Marketing (3 cr.)

This course covers the role of the Internet and associated technologies in contemporary marketing, from product and pricing considerations to new distribution and promotional channels. The role of digital media in creating a customer experience and facilitating business sales and advertising is examined. Also examined is the buying behavior particular to business-to-consumer and business-to-business digital relationships. Key components of the digital marketing mix used to facilitate the development of a digital marketing plan and a supporting budget are presented.

Upon completion of the course, students are expected to be able to do following:

1. Identify the most relevant new digital media trends.
2. Utilize digital media channels to create greater consumer experience and involvement.
3. Evaluate the appropriateness of various digital channels.
4. Calculate digital marketing returns on investment (ROI).
5. Recognize common mistakes to avoid for ensuring digital marketing success.
6. Utilize a digital marketing planning framework to create an effective new media strategy.
7. Examine the social, legal, and ethical issues that impact digital marketing efforts to include issues involving data privacy.