MS Digital Marketing

Digital marketing has become indispensable to any firm's marketing strategy, but managers continue to face challenges in this constantly evolving medium. This half-term course offers a distinct perspective on digital marketing compared to the full-term course. Students who have taken the full-term course will not receive credit for this course. 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. Using theory, analytical tools, and real-world data, 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.