Digital marketing has become indispensable to any firm's marketing strategy, but managers continue to face challenges in this constantly evolving medium. In this course, we will focus on developing a comprehensive understanding of digital marketing by exploring concepts and tools that will remain relevant despite the rapid changes in specific technologies and implementation procedures. We will delve into the intricacies of display advertising, search advertising, and social media marketing, examining both tactical and strategic aspects. A significant portion of the course will explore outcome and effectiveness measurement methods and campaign evaluation metrics, enabling students to make data-driven decisions and optimize their digital marketing efforts. In addition to the core topics, we will address critical issues such as AI, mobile marketing, media planning, privacy concerns, and digital ad fraud. By the end of the course, students will have gained a well-rounded understanding of digital marketing and be equipped with the knowledge and skills necessary to navigate the dynamic digital landscape effectively.
Division: Marketing
Center/Program: Media & Technology Program
Curriculum Pathway: Product Management, Data Analytics and AI
Summer 2025
B8679 - 001
Part of Term
MBA - Block Week 4 - July 28 - Aug 1 | MTWRF
Section Syllabus
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Section Notes
MBA Block Week: July 28 - August 1
Day(s)
Date(s)
Start/End Time
Room
-
Sunday, Monday, Tuesday, Wednesday, Thursday 07/28/2025 - 08/01/2025 9:00AM - 5:00PM Geffen 390
Spring 2025
B8679 - 001
Part of Term
MBA - Block Week - Jan 21 - 25 | TWRFS
Section Syllabus
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Section Notes
Day(s)
Date(s)
Start/End Time
Room
-
Tuesday, Wednesday, Thursday, Friday, Saturday 01/21/2025 - 01/25/2025 9:00AM - 5:00PM Geffen 440
Summer 2024
B8679 - 001
Part of Term
MBA - Block Week 1 - July 7 - 11 | SuMTWR
Section Syllabus
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Section Notes
Day(s)
Date(s)
Start/End Time
Room
-
Sunday, Monday, Tuesday, Wednesday, Thursday 07/07/2024 - 07/11/2024 9:00AM - 5:00PM Kravis 420
Spring 2024
B8679 - 001
Day(s)
Date(s)
Start/End Time
Room
-
Tuesday, Wednesday, Thursday, Friday, Saturday 01/16/2024 - 01/20/2024 9:00AM - 5:00PM Kravis 820
B8679 - 002
Day(s)
Date(s)
Start/End Time
Room
-
Tuesday, Thursday 01/22/2024 - 03/01/2024 10:50AM - 12:20PM Kravis 890
Fall 2023
B8679 - 001
Day(s)
Date(s)
Start/End Time
Room
-
Wednesday 09/05/2023 - 12/08/2023 2:20PM - 5:35PM Geffen 440