Digital Marketing

Digital Marketing is a one-semester course designed to promote understanding of the foundational principles and practical strategies of marketing in the digital age. Students will explore the digital landscape, including the shift from traditional outbound marketing to modern inbound approaches, and examine how platforms, tools, and data shape today's business communication strategies. The course places a particular focus on brand strategy, content creation, social media marketing, mobile technologies, and campaign planning. In unit activities, students will design platform-specific content strategies, build multichannel campaigns, conduct social media audits, and apply the 4 C's of social media marketing—content, consistency, community, and culture—across a variety of digital tools. Students will also interpret key performance indicators (KPIs), apply search engine optimization (SEO) principles, and use data analytics to evaluate and improve campaign performance. In addition, the course highlights the ethical and legal responsibilities of digital marketers, including consumer privacy, data security, and professional conduct. Students will explore career pathways within the marketing communications industry, develop personal brand strategies, and build electronic portfolios that demonstrate their career readiness.

There are no required materials for this course.

Semester B available this fall.

Coming June 30!