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MKTG 675

MKTG 675: Digital Marketing Innovation and Strategy

Prerequisite: Graduate standing (or permission as part of the accelerated MBA)

Credit Hours: (3)

In this course, the students should gain a conceptual understanding of the internet marketplace and be equipped with skills to formulate the digital marketing strategy of a business and run its digital marketing campaign.

 

Content

The course includes the following topics:

  1. Internet Marketplace and Web design principles
  2. Web analytics and On-site SEO
  3. Off-site SEO and Paid search marketing
  4. Display ads and Email Marketing
  5. Social Media Marketing
  6. Online reputation management and Mobile Marketing
  7. Digital Marketing Strategy

 

Detailed Description of Conduct of Course

This is an online asynchronous class. However, the instructor regularly holds online sessions to help students with various aspects of the course. As it is an asynchronous class, the attendance is not mandatory.

The course includes reading the assigned materials and viewing curated expert video sessions. Students are expected to engage on the discussion boards and forums created on the course's D2L site. The students also participate in comprehensive digital marketing simulation(s), that call for setting a digital marketing campaign for a brand/company and delivering on the campaign's marketing objectives. Students learn how to interpret various data metrics which are provided at the end of each simulation round and based on these analyses how to adjust the components of the digital marketing campaign.

 

Student Learning Outcomes

At the end of this course, students should be able to:

  1. Describe the theories and/or principles underlying the digital marketplace.
  2. Apply different digital marketing tools that can be used to run a successful digital marketing campaign.
  3. Develop skills required to use various digital marketing techniques and tools.

 

Assessment Measures

Multiple assessment measures would be used:

  1. Quizzes and tests
  2. Simulations
  3. Discussion board participation
  4. Assignments/case studies etc.

 

Other Course Information

Text book: 

Digital Marketing Essentials by Jeff Larson and Stuart Draper

Simulations:

Digital Marketing Simpternship by Stukent

Email Marketing Simpternship by Stukent

 

Review and Approval

May 28, 2025

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