Digitization is revolutionizing marketing strategy. The global emergence of social networking and recent technology applicaiton has revolutionized the modes of communication through which businesses and brands engage with consumers. This course is designed to help executives understand the new rules of marketing in the digital age, covering a range of topics that include search marketing, social network marketing and analytics, predictive modeling, mobile advertising and commerce, CRM strategy, and digital advertising. 

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Course Learning Outcomes :​

• Understand the digital advertising ecosystem and attribution and pricing models for digital advertising

• The fundamentals of web and app analytics and KPIs for web traffic and commerce

• Search engine marketing, search engine advertising, ad auctions, and strategies for optimizing search engine advertising

• Social network marketing and social network targeting 

 

Required Text: 

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Total Credit Hours: 3.0

 

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