MKT 590 Digital Marketing

This course addresses the tools and techniques needed to implement a comprehensive digital marketing strategy within the context of an overall promotional strategy.   In an era when many consumers transact business on their mobile devices, a well-executed digital marketing strategy can be crucial to organizational success. Techniques to maximize the effectiveness of owned media (e.g., via Search Engine Optimization [SEO]), paid media (e.g., via Pay-Per-Click [PPC]), and earned media (e.g., testimonials and reviews) are all addressed (3).