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The cornerstone of every targeted marketing plan should be a digital marketing strategy. Students in this course will explore the development, production and implementation of digital-marketing delivery methods including, but not limited to, email marketing, web-based marketing, search-engine optimization (SEO), online advertising, and social media. The curriculum will introduce tools to appropriately measure and evaluate the effectiveness of digital-marketing campaigns that are designed to improve the experience of the consumer. New trends, as well as key opportunities for innovation, will also be included.

Learning Objectives:

  • Understand the importance of a strong online presence and how it is achieved through strategic digital marketing practices
  • Learn the core digital marketing channels and how they are managed in a business setting
  • Understand how to evaluate the performance of each marketing channel using ecommerce metrics
  • Understand how to interpret web analytics data critically, and how to identify key takeaways to make actionable business decisions
  • Acquire tangible tools to build a digital marketing strategy


Course Number: BUSA-40879
Credit: 3.00 unit(s)
Related Certificate Programs: Business ManagementDigital Marketing

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