Digital marketing has become an essential component of any firms marketing strategy, but managers are still grappling with this medium which is continuously evolving as well. In this course, we will develop a systematic understanding of digital marketing by learning concepts and tools whose applicability will endure even as specific technologies and implementation procedures change. We will conduct an in-depth study of display advertising, search advertising and social media marketing, at both the tactical and strategic levels. We will invest a significant amount of time on outcome and effectiveness measurement methods and campaign evaluation metrics. Towards the end of the course, we will discuss a host of varied topics such as mobile marketing, media planning, privacy issues and digital ad fraud.
Division: Marketing
Programs/Center: Media & Technology Program

Summer 2024


B8679 - 001

Spring 2024


B8679 - 001


B8679 - 002

Fall 2023


B8679 - 001

Spring 2023


B8679 - 001