MAR 3700 Digital Marketing
This is an introductory course in electronic marketing that explores how the internet has revolutionized the buying and selling of goods and services in the marketplace, and explores the various components of this channel including social, mobile, email, and search engine marketing to understand how to implement an effective digital marketing strategy. Topics cover B2B and B2C electronic commerce, internet user characteristics, net product, and distribution, relationship marketing through online strategies, and the legal and ethical challenges of e-marketing. Also, students will learn how to develop advertising and communications strategies that blend traditional marketing concepts with marketing in a digital age to maximize brand awareness and sales generation. (3 hrs. Lect.)
Prerequisite
Completion of all lower-level coursework
Distribution
BUS