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Digital Marketing Activation

Digital Marketing Activation

(Elective Course)

Digital Marketing Activation analyzes how brand meets media in a highly digital and networked space. The digital world is changing, and as always, marketing shifts along with it. With the complexity of collaborative technology channels continually advancing, digital marketers need to learn to navigate and benefit from the growing opportunities within modern digital ecosystems. Digital ecosystems are networks of interconnected resources such as interdependent organizations, people, activities, information, and assets that are often created and controlled by market share leaders. They combine internal (ex. employees) and external (ex. customers) stakeholders for different types of value-driven exchanges that ultimately drive forward specific business goals. Digital ecosystems use people, processes, and technology to create integrated strategies that build value and maximize marketing and business initiatives. Digital ecosystems incorporate employee experience platforms, intranets, messaging and collaboration hubs, review sites, tech forums, social media, messaging, and audio platforms into the brand experience. Students will learn the inner workings of digital ecosystems, how to develop a resonant brand within digital ecosystems, strategy rollout, and attribution of digital activation programs in this course. Ultimately students will come away from this course with a clear picture of how brands can not only survive digital ecosystems but how to thrive within them. This course will provide a deep understanding of digital ecosystems built upon students' brand and media coursework, rooted in data-driven, customer-centric IMC principles. Students will learn how to strategically use digital ecosystems to their advantage through readings, course discussions, and a student-led digital activation plan.