Skip to main content

Digital, Social and Mobile Marketing

(Elective Course)

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.

Students 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. Students get hands-on experience with analytic and marketing software research and develop social media marketing. To develop proficiency and expertise with the social business model, students conclude the course with team project for developing actual social and integrated marketing programs for sponsoring companies. 

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 403 Marketing Management, and IMC 400 are good foundations for this course, though not required. 

Top