MKT 4460 - Digital and Social Media Marketing

4 unit(s)

Digital marketing utilizes internet and online based digital technologies to promote products and services through digital marketing campaigns using a wide variety of techniques. Social media marketing utilizes social media platforms, including built-in analytics tools, and websites to promote a product or service. Open to Juniors and Seniors Only.

Prerequisites: MKT 3410.

Course Learning Outcomes List
Students will be able to:

Identify best practices in digital and social media marketing (PLO #1);
Identify user characteristics in digital communications (PLO #1);
Apply social media analytics and monitoring to build and improve digital and social media marketing campaigns (PLO #1, 3, 5);
Effectively engage in online reputation management using social media (PLO #1, 3, 5);
Develop and utilize effective digital and social media marketing strategies and tactics (PLO #3, 5);
Identify attractive opportunities in and manage the challenges of social media marketing (PLO #3, 5);
Design branding strategies utilizing social media (PLO #3);
Effectively plan public relations campaigns utilizing social media (PLO #3, 5); and,
Apply basic theories of online and offline social networks in building effective digital and social media marketing campaigns in real-world settings (PLO #3, 4, 5).

Schedule of Classes | University Bookstore