Business Administration: Digital Marketing

Teaches the ways in which digital tools and multiple platforms have created a wide range of marketing options for organizations. Theoretical strategy, professional engagements, and hands-on practice will illustrate the strategic reasons for utilizing digital marketing and how to use the tools most effectively. Prerequisites: BUS 2500; Business Administration majors or minors; minimum Junior standing.

Prereqs enforced by the system: BUS 2500; BSAD majors or BSAD minors only; Minimum junior standing; Open to Degree and PACE students

This course provides students with an introduction to and understanding of digital marketing. Various topics important to digital marketing are covered. Subject matter includes content marketing, social media marketing, SEO, paid search (PPC), display and video campaigns, email marketing, analytics, and digital marketing strategy. The class is also designed to enhance your communication skills and to build up your understanding of the dynamics of working with others. These are skills marketing managers need to succeed in the workplace.

This course combines lecture and discussion formats. Readings include material from the text and a required case packet.

Grades for this course will be based on the following: two exams, two individual case analyses assignments, case contribution, and class participation.