This course is intended to introduce students to the world of digital marketing and the many different facets that work together in shaping an online digital branding presence to meet strategic business goals. A digital marketing strategic plan is one that helps achieve specific digital goals through carefully selected online marketing channels such as paid, earned, and owned media. Areas of focus include the origins of the digital marketing channel, how it has transformed the way customers interact with brands and products, as well as how marketers leverage different digital channels to optimize sales, awareness, and engagement goals. Students will gain a deeper understanding of how marketing teams function based on different organizational structures and will develop their own strategic plan based on a real-world company or organization.
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