MKTG4076

The Internet and digital technologies have continued to alter the way consumers search information, make transactions, and share experiences, as well as the way firms market towards and engage with consumers. In today's digital era, it is imperative for marketers to understand how to gain a competitive edge by leveraging digital media to set targeting strategies and implement the marketing mix. This course will provide a structured framework to introduce students to the most up-to-date tactics, applications, and trends in digital marketing. The course is organized around three main sections developed by the instructor:

- Internet marketing, which explores the impact of Internet on (1) consumer behaviors and (2) advertising
strategies.
- Social marketing, which focuses on (1) the formation of online social networks and (2) social media
analytics.
- Mobile marketing, which examines (1) location-based targeting and (2) the management of omni-channel
marketing.

prereq: Mktg 3011 (or 3010)

009516