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Nov 21, 2024
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2024-2025 Yavapai College Catalog
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MKT 320 - Digital Audience Strategy
Description: Key elements of driving audience growth and engagement, including how to measure and analyze customer interaction, how to use those measurement skills and develop strategies and tactics to grow through search, social and content creation. Also, how to develop lasting connections with the target audience.
Prerequisites: Program Admission. ACC 131 , BSA 131 , CSA 110 , ECN 232 , and ECN 236 .
Credits: 3
Lecture: 3
Lab: 0
Course Content:
- Customer behavior
- Market segmentation
- Customer engagement
- Measurement and analytics
- Digital strategy development (SEO, social, content)
- Building and maintaining customer relationships
Learning Outcomes:
- Create detailed and data-driven customer personas, utilizing market segmentation and psychological data to tailor content. (1,2,6)
- Analyze customer engagement techniques, including personalization, storytelling, and community building. (3,6)
- Appraise how consumers interact with content online and social media. (4)
- Formulate a strategic growth plan outlining a variety of audience engagement tactics supported by qualitative and quantitative data, competitive analysis, and industry benchmarks. (5)
- Inspect customer attrition related to how companies can improve retention. (6)
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