|
|
|
Jul 16, 2024
|
|
2023-2024 Yavapai College Catalog [PREVIOUS CATALOG YEAR]
|
MGT 480 - Strategic Digital Marketing
Description: Key elements of a successful digital marketing strategy, including how business objectives drive marketing objectives, how customer-based insights support the development of market-led strategies, and components of an integrated digital marketing strategy. Also includes how to obtain, convert and retain customers for business growth, and the interpretation of data to solve problems and adjust strategy.
Prerequisites: Program Admission. ACC 131, BSA 131, CSA 110, ECN 232, and ECN 236.
Credits: 3
Lecture: 3
Lab: 0
Course Content:
- Digital marketing concepts
- Customer persona
- Brand identity
- Content marketing
- SEM/SEO - Search Engine Marketing and Search Engine Optimization
- E-mail marketing
- Social media
- Influencer marketing
Learning Outcomes:
- Evaluate digital marketing concepts and how they relate to business and marketing objectives. (1-3)
- Evaluate the tools required to create an effective digital marketing strategy. (1-8)
- Compare the advantages and disadvantages of key digital marketing activities and explain the importance of integrating a creative approach across them. (2, 4-8)
- Assess customer insight through targeting and segmentation planning. (2,4,6,7)
- Evaluate social media planning, platforms, and how they are used to create brand identity. (7,8)
|
|
|
