Course Overview

The marketing landscape has evolved significantly over the past decade. Brands and marketers need to consider alternative strategies and tactics in order to reach and connect with prospects and consumers. What worked a few years ago, may not work now, or even a few months from now. Digital marketing has become a predominant component of many marketing mixes in recent years. And, now it is critical that multiple marketing channels and disciplines are leveraged together in order to remain relevant to the always-on, always-connected customer lifecycle.

This course focuses on introduction and insights into a breadth of core and emerging digital channels and disciplines. 

Students will learn the holistic value of Digital marketing through research and the development of an actionable marketing plan. Understanding the interconnected value of these channels and disciplines will set you apart from other marketing professionals and guide your development as a digital marketing expert.

Course Outcome

Outcome After completing this course:

• Communication: Communicate clearly and effectively in both written, oral, and digital forms to an intended audience using strategies and methods appropriate to college-level expectations. Students will demonstrate effective communication characterized by written work that is clear, organized, and succinct yet exhibits the depth of analysis and synthesis, and accuracy in mechanics and documentation.
• Critical Thinking and Problem-Solving: Students will demonstrate critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, and formulate and evaluate potential solutions. Students will identify and implement best practices in business for planning, decision-making, problem-solving, and conflict management within an ethical framework.
• Leadership and Team Collaboration: Students’ leadership skills will be evidenced in taking initiative, communicating objectives, building agreement, ability to change, and motivating team members to perform. A key ingredient in the student’s development of leadership and teamwork skills is self-assessment; therefore, students will assess their own leadership style, strengths, and areas for improvement. Students will show effective group collaboration by making material contributions to group projects, demonstrating responsiveness and availability as a team member, communicating clearly and effectively, exercising leadership where appropriate, and demonstrating collegial behavior appropriate in professional relationships.
• Comprehension and Application of New Media: Students should demonstrate their understanding of the various new media such as; social media, mobile technology, web analytics, search engine optimization, and viral advertising.  As well as be able to express ideas and concepts through the development and creation of digital content for effective marketing by implementing and assessing strategies for social media, designing and evaluating the effectiveness of interactive websites, and analyzing digital marketing strategies through SEO, PPC, UX to increase web traffic flows, enhance visibility, increase consumer satisfaction and response rates.
• Synthesis and the Foundational Knowledge of Business Disciplines: Students will demonstrate a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media, and management, as well as the interconnectedness of these disciplines in the running of an organization. Students will be assessed in the form of strategic plans and tests that employ strategic thinking, visioning, and the development of strategies intended for organizational improvement and growth within a global environment.
• Digital Ethics: Students will recognize ethical and moral issues, identify needed actions, and demonstrate the moral courage to implement them. They will also review questions of ethics, privacy issues with social media, conflict, and citizenship to frame the understanding of digital marketing. They will embody integrity in their work and actions, honor confidentiality, articulate the integration of their faith, and understand and follow generally accepted codes of conduct in the field of marketing and in business.