Digital Marketing
BUSA-X408.79
Digital marketing plays a central role in how organizations communicate, compete, and grow. This course provides a structured foundation in digital marketing strategy, focusing on how core channels, data, and decision-making frameworks—supported by evolving digital tools and AI-assisted workflows—are applied in real-world business contexts.
Students will examine the development, execution, and evaluation of digital marketing efforts across key areas, including website strategy, search engine optimization (SEO), search engine marketing (SEM), AI-integrated search and social discovery environments, social and community-based platforms, email marketing, and mobile marketing. Emphasis is placed on how these channels function individually and as part of an integrated strategy aligned with organizational goals, including how technology is shaping content creation, targeting, and distribution across platforms.
The course reflects the evolving role of AI-integrated search and social discovery behaviors, including how content is surfaced across traditional search engines, generative AI tools, and social platforms. Students will evaluate how these shifts impact visibility, paid media strategies, and audience engagement. These concepts are introduced within the context of practical application, critical evaluation, and responsible use.
Students will apply key concepts through assignments such as website strategy development, SEO and SEM planning, campaign development, and performance analysis. The course culminates in a comprehensive digital marketing strategy and presentation that can be adapted for professional or portfolio use.
Additional topics include digital consumer behavior, customer experience (CX), customer relationship management (CRM), and digital brand, trust, and reputation.
Course Formats
- Online Asynchronous: Fully online format completed within the published course dates.
- In-Person (San Diego): Classroom-based experience with scheduled sessions.
- Spanish-Language Option: Equivalent curriculum delivered in Spanish.
All formats cover the same core material with variations in delivery and pacing.
Tools and Certifications
This course introduces commonly used digital marketing tools and platforms within a strategic framework. Students may choose to pursue additional certifications—such as Google Ads, Google Analytics, HubSpot, and social media marketing certifications—before, during, or after the course.
These certifications are complementary and are not required. The course focuses on the underlying strategy, analysis, and decision-making skills needed to apply tools effectively across platforms.
What you'll learn
Learning Outcomes
Upon successful completion of this course, students will be able to:
- Explain the role of digital marketing within organizational strategy and business objectives.
- Analyze key digital marketing channels, including website, SEO, SEM, social media, email, and mobile marketing.
- Evaluate digital marketing performance using analytics, metrics, and data-driven frameworks.
- Apply digital tools and emerging technologies, including AI-assisted workflows, to support marketing strategy, content development, and campaign execution within appropriate practical and ethical considerations.
- Develop and present a comprehensive digital marketing strategy that demonstrates strategic analysis, channel integration, and implementation planning in a professional, presentation-ready format.
Course Information
Course sessions
Section ID:
Class type:
This course is entirely web-based and to be completed asynchronously between the published course start and end dates. Synchronous attendance is NOT required.
You will have access to your online course on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
Textbooks:
textbook required: The direct purchase link is: www.mheducation.com/highered/custom/product/9798219085178.html. Students may also search by ISBN (9798219085178) at www.mheducation.com/highered/custom.html.
Policies:
Drop Refund Deadline:
Note:
Schedule:
Instructor:
Jennifer Neeley, M.S., Columbia University | B.A., UC Berkeley
Marketing strategist and educator specializing in digital marketing, influencer marketing, trust, and decision-making.
Jennifer Neeley is a marketing strategist, educator, and journalism-trained analyst whose work focuses on digital influence, trust, and decision-making in high-stakes and high-trust environments.
She teaches Digital Marketing and Influencer Marketing at UC San Diego Division of Extended Studies, where her courses examine how authority, credibility, persuasion, content, search, social platforms, and creator economies shape modern marketing strategy. Her teaching emphasizes applied judgment, ethical influence, audience trust, and the practical use of marketing tools in real business contexts.
Outside UC San Diego, Jennifer advises healthcare, technology, fertility, reproductive health, and expert-led organizations on strategic marketing, positioning, patient and customer growth, executive visibility, and trust-sensitive communication.
Jennifer is the creator of The Neeley Trust Framework™, a model for analyzing trust formation, ethical risk, accountability, and decision-making across marketing, media, and influencer-led communication systems. She also leads The Influence Project, a public scholarship initiative focused on influence, misinformation, AI-era visibility, and decision-making in contemporary digital culture.
Jennifer holds an M.S. in Journalism from Columbia University and a B.A. in English from the University of California, Berkeley.