MKAD2280

This course will give students the tools to develop a career path in the evolving, integrated world of digital marketing. Traditional methods of reaching potential customers have transformed to an expansive realm of digital media. Reaching customers "where they are now" requires a new perspective and new tools. This course will explore a multitude of marketing tactics that can be used to create comprehensive digital marketing campaigns for business clients.Student Learning Outcomes

• Identify the appropriate KPIs for any type of website.
• Explain how to improve organic search rankings.
• Evaluate a search engine marketing campaign's effectiveness.
• Create a display ad campaign.
• Apply best practices to cultivate a profitable email campaign.
• Apply an allocated digital marketing budget across various digital ad channels.
• Develop a digital marketing strategy.
• Generate key performance indicators to measure the success of digital marketing campaigns.
• Apply basic HTML skills to support the development of digital campaigns.