MKG 42000 - Paid Digital Marketing Strategy

Prerequisite(s): MKG 22400 FOR LEVEL UG WITH MIN. GRADE OF C-

Credit Hours: 3.00. This course provides an opportunity for students to work on a digital marketing campaign for a real-world client. Students will perform research, formulate strategic conclusions, develop a digital theme, design the creative, outline the media plan, and establish evaluation for the campaign. Heavy emphasis is placed on paid digital placement such as display advertising, search engine advertising options, and paid social ads. Students become certified in Google Analytics to allow them to understand how to measure the success of their paid campaigns. Typically offered Fall.
Experiential Learning (EXL): Yes

Course Learning Outcomes
1. Develop a thorough understanding of how digital marketing campaigns work through an experiential learning approach. 2. Understand the relationship between market research (company, competition, industry, and target market) and formulating digital marketing strategies. 3. Have the ability to compile and develop a series of marketing tactics into a final plan for submission into a collegiate digital marketing competition.

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