MK640 The Future of Digital Marketing (3 cr.)

In this course, students study the history of digital marketing and its impact on current marketing practices.. Students examine concepts related to audience identification, the four Ps of marketing, and digital tools and techniques used by marketers across all industries. Students gain strategic decision making skills to integrate traditional, cutting edge, and experimental marketing techniques that support organizational goals.

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

1. Examine the history of digital marketing and its influence on present practices.
2. Define target audiences and align digital tools and techniques.
3. Identify appropriate strategies, using relevant frameworks (i.e. The four Ps, SAVE, etc.) to use for most effective digital marketing given specific audiences and purposes.
4. Examine trends to determine when to adopt new practices and how to monitor marketing innovation and change.
5. Evaluate digital campaigns and their impact on  organizations.
6. Create accessible and visibly diverse content that allows audiences to see themselves represented in materials.