MKT 477 - Digital Marketing

(3 units)

This course focuses on the practical applications of digital marketing principles and skills. Students will learn up-to-date digital marketing skills, including, but not limited to, digital branding, website marketing, search engine optimization and search engine marketing, email marketing, social media marketing, and mobile marketing, through lectures, discussions, activities, case studies, and assignments. Students will also develop a comprehensive digital marketing plan.

Maximum units a student may earn: 3

Prerequisite(s): MKT 210 and be declared into a business major or minor.

Grading Basis: Graded
Units of Lecture: 3
Offered: Every Fall and Spring

Student Learning Outcomes
Upon completion of this course, students will be able to:
1. describe how digital marketing differs from traditional marketing.
2. explain the fundamentals of digital consumer behavior.
3. create a comprehensive digital marketing plan, including website, email, and social media marketing, search engine optimization, and search engine marketing.
4. compute and interpret Digital Marketing analytics.
5. articulate the legal, ethical, privacy, and security concerns that digital marketers face.

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