Digital Marketing Activation

(Elective Course)

Digital Marketing Activation explores how IMC is executed through digital strategies. You will build on your knowledge of data, insights, strategy, branding, and media to analyze and develop digital marketing solutions designed for any type of business. You will align those marketing solutions to stages of the customer journey to deliver the right message at the right time on the right platform. The course will begin by analyzing where digital marketing supports IMC, learning about its evolution, and considering the stages of the customer journey. You will be introduced to tools such as search engine optimization and marketing, social media marketing, email marketing, mobile marketing, automation, testing, attribution, and analytics. You will also explore AI-based marketing and testing systems to explore how they are impacting digital marketing. The course will analyze how these topics fit together to create integrated strategies. You will learn how to design, test, manage, and measure campaigns through examples and applications in a course project. In addition, you will obtain a certification from Google on their Analytics system and will gain experience in advanced digital marketing customer experience management systems.