MKTG 415

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

Grade Rule

Grade Rule 8: A, B, C, D, E, I (Standard grade rule)

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.