Prerequisite/Corequisite:
The following course must be completed previously or concurrently: GDBA 534.
Description:
This course introduces students to the conceptual framework and practices used in digital marketing and how they relate to overall marketing plans. Specific topics include online business models, search engine marketing, affiliate marketing, email marketing, social media marketing and web analytics as well as other important aspects of customer acquisition, conversion and retention in an online environment. Loyalty and online reputation management, which are crucial for success in an increasingly competitive online landscape, are also covered. Pedagogical methods include lectures, readings, group work, and hands-on activities.
Component(s):
LectureNotes: