Marketing 342

MKTG 342: Digital Marketing Strategy
Prerequisite: MKTG 340

Credit Hours: (3)

Introduction to the rapidly evolving world of digital marketing. The opportunities, problems, tactics and strategies associated with incorporating digital methods into the marketing function are examined. Emphasis is placed on experiential learning and the latest technological aspects of marketing in the online environment.

Note(s): Applied Learning designated course.

Detailed Description of Content of Course

This course examines the application of marketing principles to marketing products and services within digital environments. While it is clear that digital will not completely replace traditional marketing vehicles, it is becoming increasingly mainstream, the intricacies and dynamic nature of the Internet make it a unique medium that can be used to make a firm’s marketing strategy more effective and efficient. Online marketing tools unleash the power of interactivity and individuality afforded by the digital allowing marketers to create marketing synergy by supporting and enhancing the effects of offline activities. Digital Marketing Strategy explores Internet technologies as products in and of themselves, as mass and personal communication and promotion tools, and as distribution/transaction channels. It also addresses user characteristics and behavior, direct marketing and online strategies for relationship marketing. Additionally, the course focuses on the development of an effective digital presence, web-site traffic and brand building, online customer support and date collection, online pricing tactics and Internet marketing models.
Topics covered in this course include:

•The impact of digital technologies in marketing

•Web site design, development and optimization

•Online business models

•Digital marketing strategies

•Online consumer behavior

•Branding on the Internet

•Trust, privacy and security in the online environment

•Legal and ethical considerations

•Digital performance metrics

•Search marketing and SEO

•Email Marketing

Detailed Description of Conduct of Course

This course emphasizes an applied approach with practical applications that give students a solid understanding of the dynamic nature of digital marketing. Course content will be provided through lecture, discussion of real-world applications of digital marketing, and up-to-date readings on each of the content areas. Assignments, both in and outside of class, will be used to immediately apply the course content. 

Goals and Objectives of the Course

At the conclusion of the course, the students will be able to:

•Describe the characteristics and needs of Internet users

•Identify the latest technologies used in digital marketing

•Recognize how the Internet affects a firm’s marketing strategy

•Identify what constitutes successful web design

•Describe and know when to appropriately apply online business models

•Recognize the value of online branding

•Position and optimize a web site for search engine marketing

•Develop a search marketing strategy

•Discuss digital performance metrics

•Recall the implications of trust, privacy and security in Internet marketing

Assessment Measures

Assessment of the student’s success in the course may be measured by performance on exams, quizzes, assignments, active participation, and experiential activities.

Other Course Information


Approval and Subsequent Reviews

12-01-2006, reviewed and approved by the Department of Marketing faculty

11-04-2011, reviewed, revised and approved by the Department of Marketing faculty

March 20, 2012 Revised

March 01, 2021