BADM 621 - Strategic Digital Marketing

Credit(s): 3
This course is an introduction to the field of digital marketing. This course is designed for business and marketing students looking to gain foundational skills in digital marketing. Digital marketing includes practices such as eCommerce, email marketing, marketing technologies, segmentation, digital strategy, digital advertising, and social media. Each area will be covered with materials that relate the concepts to current business practices. The course focuses on the theories, strategies, tools, methods, and applications of digital marketing. Students will review literature and materials to learn best practices and methods relevant to today’s business environment. Additionally, the course will cover management and strategic planning in digital marketing. Topics include digital business growth, strategies for connecting with digital consumers, eCommerce, online consumer behavior, SEO/SEM, social media, artificial intelligence technology, digital media, mobile apps, email marketing and more. Through building a strategic digital marketing plan, students will orient themselves with not just learning the concepts but bringing them together for a comprehensive plan that incorporates how these concepts are applied towards a specific digital marketing challenge or opportunity.