MKAD2270

This course will give students the tools to develop a career path in the integrated world of media marketing. This course will explore a multitude of marketing tactics that can be used to create a comprehensive digital marketing campaign as well as how to implement a successful content strategy for social media platforms. Students will learn the uses of online media, including increasing brand awareness, identifying key audiences, generating leads and building meaningful relationships with customers. By learning the benefits of media marketing, students can create a competitive advantage through the creation and distribution of valuable, relevant and consistent content to attract and retain clearly-defined audiences.

STUDENT LEARNING OUTCOMES:

• Identifying the key differences between customer communications, digital marketing, and traditional marketing.
• Apply knowledge of social media tactics to design an effective social media campaign.
• Employ a digital marketing strategy that aligns to marketing and business strategy.
• Develop digital strategies that adapt to the consumer persona during the consumer journey.
• Define target audience personas that align with marketing goals and objectives.
• Examine the strengths and weaknesses of various digital campaigns.
• Generate key performance indicators (KPI) to measure the success of digital marketing campaigns.
• Discuss new media trends.
• Create a media marketing plan that incorporates research, goals, implementations, and evaluation metrics.