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
Spring 2023
B8679 - 001
Part of Term
MBA - Full Term
Section Syllabus
Download Syllabus
Section Notes
Attendance at the first class is mandatory for all enrolled students and those on a waitlist or who hope to add the class during Add/Drop.
Day(s)
Date(s)
Start/End Time
Room
-
Tuesday 01/23/2023 - 04/28/2023 2:00PM - 5:15PM Geffen 390
Fall 2022
B8679 - 001
Part of Term
MBA - Full Term
Section Syllabus
Download Syllabus
Section Notes
This course section has a make-up date on Friday, September 9.