MKTG 4500: Digital Marketing

3 Credit Hours

Prerequisite: MKTG 3100, and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00 and in a Coles College Partner Program))
This course introduces major digital marketing approaches and tools, including search engine optimization, search and display ads, email marketing, and mobile marketing. Other topics may include inbound marketing, lead and demand generation, key performance indicators, and basic techniques for evaluating the effectiveness of online marketing campaigns.

Course Learning Outcomes
Students who successfully complete this course will be able to:

Briefly describe how the internet originated and what makes it unique as a communications and transactions medium.
Identify waves of change from both a business and a technology perspective.
Explain how the mobile web has affected the digital ecosystem.
Explain what the IoT is and some of its potential effects on consumers and businesses.
Discuss the implications of disruptive technologies including AR/VR, AI, and cloud computing.
Identify some of the sites where up-to-date digital statistics can be found.
Discuss the concepts of digital disruption and digital transformation.
Understand the generic marketing objectives that form the basis for digital marketing

strategies.
Explain the nature of strategy for digital transformation.
Describe what is meant by customer experience and why it is the focus of digital

transformation.

After completion of this course, students should be able to:
Goal 1: Environmental Factors - Students will understand, apply, and synthesize relevant environmental factors in the decision-making processes related to Internet Marketing.
Goal 2: Ethics and Values - Students will understand, apply, and synthesize resolutions to ethical and social concerns within the Internet Marketing process.
Goal 3: Analytical Process - Students will demonstrate problem-solving skills using appropriate analytical techniques.
Goal 4: Communication and Collaboration - Students will effectively demonstrate collaboration, leadership and communication skills needed in a business environment.