MKTG 6230 3.00

Mobile, Social media (i.e., Facebook, Instagram, Twitter, blogs, wikis, etc.), Content, Search, Big Data and other current and emerging tools and techniques are continuously transforming digital marketing practice. This course is designed to make students aware of the latest digital marketing trends and tools and explores these techniques and tools from the perspective of strategic and tactical marketing application. As new tools and techniques become popular, viable and begin affecting marketing managers' everyday practice, the course will integrate them into this course. This course also asks how these digital marketing tools support overall marketing and business strategies? The course covers both fundamental strategic challenges as well as specific digital marketing tools. As always with marketing practices, techniques and tools, we need to ask how emerging techniques support effective marketing communication, customer acquisition strategies, customer relationship management, customer satisfaction and, ultimately, sales.