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Nov 21, 2024
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BUS 1135 - Introduction to Digital Marketing Credits: 3
This course provides an overview of the business value of digital marketing and ways it can be used to attract, convert, and retain customers. Students are introduced to the broad array of digital interactive marketing programs used to achieve business goals, including search engine optimization, online display advertising, email marketing, site optimization, social media, mobile marketing, and online analytics. Students learn the key differences between digital and non-digital marketing and the advantages and disadvantages of both. Topics include the critical metrics used to assess and improve marketing campaigns, including methodologies for tracking the impact of online channels such as e-mail, paid search (pay-per-click), organic search (SEO), and display/banner ads.
Prerequisites: Students must meet basic skills policy requirements. No other prerequisites required.
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