Digital Marketing (DMKT)

INTRODUCTION TO DIGITAL MARKETING ~ Digital Marketing is a dynamic field with many different channels, each targeting unique audiences using specific analytics tools and strategies. This course uses case studies and hands-on exploration to survey these channels and trends, introducing key marketing concepts and how they connect to business and sales goals. Students will practice using real-world digital marketing tools and create strategy plans based on research and analysis of successful campaigns. Prerequisite: MKTG 15500

Prerequisite: MKTG 15500

CAREER NAVIGATION AND EXPLORATION IN DIGITAL MARKETING ~ This course will help you find a job in Digital Marketing upon graduation. Not just any job; one that meets your personal and financial needs and makes you excited about the future. In this course, you’ll explore career paths in Digital Marketing, potential salary outcomes, and different roles. Then, you’ll pick target jobs and opportunities that are the best fit for you, and make a clear plan of action toward securing them. Prerequisite: MKTG 15500

Prerequisite: MKTG 15500

GOING VIRAL AND GROWTH HACKING ~ “Going viral” is crucial for businesses. Companies that create content that spreads quickly online can significantly grow their brand. “Growth hacking” maximizes every opportunity and extracts value from every move. This course teaches what drives people to share content and how to create shareable, meme-worthy material that boosts growth. You'll also discuss the ethics of going viral and handling negative publicity. Prerequisite: MKTG 15500

Prerequisite: MKTG 15500

LIFECYCLE AND EMAIL MARKETING ~ Lifecycle marketing is essential for businesses to maintain continuous engagement with customers by tailoring content to their specific stages. Emails are crucial for creating direct, personalized communication that varies by lifecycle stage. In this course, you’ll learn to craft successful email campaigns within lifecycle marketing plans. By the end, you’ll build a marketing campaign that drives customers to take desired actions based on their lifecycle stage. Prerequisite: UCS 10101 and MKTG 30400

Prerequisite: UCS 10101 and MKTG 30400

SEO AND SEM: USING SEARCH TO ATTRACT PROSPECTS ~ When a potential customer is looking for a product, how do they find the right one? Often times, they’ll ask Google or other search engines. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) help companies become more visible to customers by ensuring that they are among the first companies someone sees when doing initial research. This course is intended to introduce students to the concepts of social media marketing and optimization, and teach them how to use these tools to drive top-of-funnel growth, also known as lead generation. This course has weekly assignments and includes the option to attend live Zoom class sessions. One weekly 90-minute class session will be scheduled with the instructor during the first week of class.

Prerequisite: MKTG 15500

DIGITAL MARKETING ANALYTICS AND EXPERIMENTATION ~ Marketing professionals today have access to incredible amounts of data. The ability to use this data is what differentiates successful marketing efforts from failed ones. In this course, you'll learn to design experiments that rigorously test various marketing decisions, analyze digital customer behavior data using a variety of tools, and leverage data to refine marketing strategies and improve customer acquisition. Prerequisite: MKTG 30400

Prerequisite: MKTG 30400

SOCIAL MEDIA MARKETING, BRAND AWARENESS, AND ENGAGEMENT ~ The average consumer spends 2.5 hours per day on social media sites. This course explores how to effectively use social media to move those consumers to action. In order to be a successful marketer, you must be able to plan a campaign that aligns with strategic goals, execute using the appropriate channels and tactics, and measure the success or failure of your efforts. By the end of this course, you will learn how to do just that. Prerequisite: MKTG 30400

Prerequisite: MKTG 30400 or DMKT 10100

GROWTH MARKETING & MULTI-CHANNEL DIGITAL MARKETING CAPSTONE ~ In the real world, companies use multiple channels for marketing efforts. Campaigns are spread across social media, email, search, and more for maximum reach and engagement, leading to multi-channel strategies. In this course, you'll learn to create effective multi-channel marketing plans, considering the advantages and disadvantages of each platform. By the end, you'll produce a portfolio-worthy digital marketing campaign plan that utilizes multiple channels. Prerequisite: UCS 10101, DMKT 36500, and DMKT 31000.

Prerequisite: UCS 10101 and DMKT 36500 and DMKT 31000