Prerequisites: Junior standing, minimum grade of "C-" in MARK 201.
Emphases is on strategies and tactics for creating, retaining, and enhancing customer relationships via the World Wide Web, and on integrating the digital environment into the marketing mix. In addition to learning fundamental principles of the digital channel, students will apply the learned principles of the digital channel in a class project. Readings, lectures, and industry professionals may be used to provide insights and relevance to this area of marketing.
Outcomes: Students will be able to analyze and assess online marketing platforms and develop an integrated digital marketing plan.
Emphases is on strategies and tactics for creating, retaining, and enhancing customer relationships via the World Wide Web, and on integrating the digital environment into the marketing mix. In addition to learning fundamental principles of the digital channel, students will apply the learned principles of the digital channel in a class project. Readings, lectures, and industry professionals may be used to provide insights and relevance to this area of marketing.
Outcomes: Students will be able to analyze and assess online marketing platforms and develop an integrated digital marketing plan.