MKTG 415
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Digital Marketing
Marketing and Global Supply Chain
Marriott School of Business
Course Description
Digital marketing is broad and varied, so rather than digging deeply into one topic (e.g., search engine optimization) and ignoring all other topics, this class will cover a wide variety of digital marketing topics. Students will customize their experience by choosing between two different "tracks" in the course: a strategic emphasis or tactical emphasis.\n \n
When Taught
Fall and Winter
Min
3
Fixed
3
Fixed
3
Fixed
0
Other Prerequisites
For Marriott School majors only.
Note
MKTG 415 is held online, not in a classroom. A large majority of the class sessions are "asynchronous" videos that you can watch whenever you want. A few of the class sessions are students presenting the results of their group work, and those sessions will be "synchronous" Zoom sessions held at the appointed class time.
Title
Web design (from a marketing perspective)
Learning Outcome
Learn to apply the principles of web design to generate a high level of conversion from website visitors.
Title
Building web traffic
Learning Outcome
Apply the principles of search engine optimization (SEO) and search engine marketing (i.e., paid search) to build web traffic.
Title
Content marketing
Learning Outcome
Apply the principles of engagement and brand building when creating and evaluating online content that the firm will share online.
Title
Additional digital marketing skills
Learning Outcome
Gain skills in additional digital marketing areas, including the following: conversion rate optimization, online reputation management, email and SMS marketing, crowdsourcing, and affiliate marketing.
Title
Digital marketing software tools
Learning Outcome
Learn to use a variety of industry-leading software tools for digital marketing tasks.
