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Digital, Social and Mobile Marketing

IMC 482-6 (Elective)

Digital, Social and Mobile Marketing (formerly Direct and Interactive) addresses ways to successfully design, develop and execute effective integrated, web and social marketing programs. The course uses a business planning model which allows students to justify, build and execute social and integrated marketing programs with bottom line ROI.

You will learn to identify and measure high value market segments, use web and social analytics to evaluate competitors and convince management of the value of digital and social marketing. You'll gain hands-on experience with analytic and marketing software research and develop social media marketing. To develop proficiency and expertise with the social business model, you will conclude the course with team project for developing actual social and integrated marketing programs for sponsoring companies.

This course is available to online students in winter and spring quarters.

Advisory notes for online students: Students will benefit from having worked in integrated marketing communications environments and built return-on-investment rationale, especially in digital marketing. IMC 452 Marketing Management, and IMC 455 are good foundations for this course, though not required.