Digital Marketing

MRKTNG 4550: INTEGRATED MARKETING COMMUNICATIONS

Design, coordination, and management of marketing communications. Focus on the role of integrated marketing communications in the overall marketing process, with emphasis on advertising and sales promotion strategies and tactics. 

• 3 Credit Hours
• Pre-requisite: MRKTNG 3000
• Course offered in the Fall and Spring semesters

MRKTNG 4650: DIGITAL MARKETING

Strategic and managerial challenges and issues related to use of the Internet and other electronic channels as marketing tools.

• 3 Credit Hours
• Pre-requisite: MRKTNG 3000
• Course offered in the Fall and Spring semesters

MRKTNG 4660: SOCIAL MEDIA MARKETING

Develop an understanding of Social Media Marketing (SMM) and how it is used by marketers to increase brand awareness, identify key audiences, generate leads and to build meaningful relationships with customers. Students will learn how social media marketing is utilized by business to gain competitive advantages through the creation and distribution of valuable, relevant and consistent content to attract and retain clearly defined audiences. 

• 3 Credit Hours
• Pre-requisite: MRKTNG 3000 and MRKTNG 4650
• Course offered in the Fall and Spring semesters

OR JOURN 4820: SOCIAL MEDIA & AUDIENCE STRATEGY

With tech companies controlling the distribution game, journalists and strategic communicators are often left to play cat and mouse. There are some tricks you can master, though, to stay competitive. Students will learn how algorithms work and how to create content designed to rank highly, while encouraging engagement and interaction with your audience. They'll learn how to read and understand analytics to spot trends in web and social traffic, how to develop a strategy steeped in data.

• 3 Credit Hours
• Pre-requisite: C- or higher in JOURN 4180 or C- or higher in JOURN 4200
• Substitutes for MRKTNG 4660

MRKTNG 4670: SEO: SEARCH ENGINE STRATEGIES

Explore Search Engine Optimization (SEO), the process of optimizing a web page and its content to increase its visibility amongst users searching for keywords relevant to your site. Learn about powerful strategies and web-based tools that can be leveraged to gain valuable insights into your web traffic and how to improve your site’s user experience. Learn how to implement a successful SEO strategy, where to research keywords, how to refine them, and when to use them. Understand how to interpret analytics reports and identify trends and issues and how to evaluate data to identify opportunities for improvement. 

• 3 Credit Hours
• Pre-requisite: MRKTNG 3000 and MRKTNG 4650
• Course offered in the Fall and Spring semesters

OR JOURN 4262: DIGITAL STRATEGY I

Course covers every step from integrating Internet efforts into the overall strategic communication plan to building a website that works.  Designed for those with an interest in interactive advertising. 

• 3 Credit Hours
• Pre-requisite: C- or higher in JOURN 4204 and JOURN 4952
• Substitutes for MRKTNG 4670

MRKTNG 4680: CX - THE DIGITAL CUSTOMER EXPERIENCE

Understand the increasing importance of Customer Experience marketing. Learn techniques to track and analyze the ever-changing nature of your digital customers, create feedback loops and fully embed the customer experience within your business. Explore automation techniques to deliver a timely and personalized customer service experience.

• 3 Credit Hours
• Pre-requisite: MRKTNG 3000 and MRKTNG 4650
• Course offered in the Fall and Spring semesters

MRKTNG 4690: DIGITAL IMMERSION

Explore the dynamic realm of digital marketing in this immersive course that delves into innovative strategies and tools. From social media management to data analytics, students will gain hands-on experience to navigate the ever-evolving landscape of online promotion, developing skills essential for success in today's digital business environment.

• 3 Credit Hours
• Pre-requisites: MRKTNG 3000 and MRKTNG 4650
• Course offered in the Fall and Spring semesters