Marketing Department

Digital & Social Media Marketing

 

Undergraduate Courses

Introduction to Digital Marketing Strategies MKTG 3721 (3 Credits)

This course explores the world of digital media marketing and how it impacts and is integrated along with our traditional marketing channels.  We will explore how the balance of power has shifted between brands and consumers.  Consumers are more active in the marketing process and in influencing how brands communicate with them than ever before.  In particular we will explore: The latest digital marketing trends, how to build a strong website from an organic perspective, search strategies for success, website intelligence and tracking using Google Analytics, retaining customers via Email marketing, online Display advertising, social media strategy, affiliate marketing, mobile marketing trends and developing an integrated marketing plan.

Introduction to Social Media Marketing MKTG 3722 (3 credits)

Social networks are becoming an integral part of the marketing mix.  In these platforms, brands can engage with prospects and consumers on many levels.  In this course you will learn how to create a brand presence on these social networks, understand the differences between earned and paid media, be introduced to the various tools (free and paid) used to listen and engage with consumers, discuss how brands manage healthy communities, learn techniques used social media managers to identify influencers, the various ways engagement is measured including calculating social media ROI.  Social networks to be discussed throughout the semester will include Facebook, Twitter, Tumblr, instagram, Linkedin, etc.   Students will also be introduced to the various social measurement tools including Netbase (our partner), HootSuite, tweetdeck, Sprinklr, Technorati, etc.  Real life case examples will be used throughout the semester.

Graduate Courses

Digital Marketing Strategies and Measurement MKTG 5721 (3 Credits)

Most every business today needs a digital marketing strategy to engage with current customers and attract new.  Consumers are changing the way they communicate with and research brands.  Brands are changing the way they promote and engage with consumers.  We are embracing digital technologies to communicate in ways that were inconceivable just a few short years ago.  We have shifted our attention from traditional media marketing to internet, wireless devices, and other digital platforms.  In this course you will assess the various marketing channels; the importance of establishing a social media strategy; understand the digital trends that are shaping the future; experiment with today’s cutting edge digital marketing tools (licensed and free) including Adobe SiteCatalyst, Radian6, Lithium, Alexa, and Hootsuite to name a few; learn how to develop a digital marketing plan; how we define key performance indicators (KPI’s); techniques used to measure the ROI of your digital campaigns; marketing mix and campaign attribution

Social Media Marketing Strategy MKTG 5722 (3 credits)

Social networks are becoming an integral part of the marketing mix.  In these platforms, brands can engage with prospects and consumers on many levels.  In this course you will learn how to create a brand presence on these social networks, understand the differences between earned and paid media, the various tools (free and paid) used to listen and engage with consumers, how we manage healthy communities, techniques used to identify influencers, crisis management, rules of engagement for high profile individuals and corporations, the importance of transparency, the various ways engagement is measured, the value of a Facebook like, and calculating return on investment.  Social networks to be discussed will include Facebook, Twitter, Tumblr, instagram, Linkedin, Wordpress, etc.   Tools to be used will include Netbase (our partner), HootSuite, tweetdeck, Sprinklr, Technorati, etc.  Various real life case projects and exercises will be assigned throughout the semester under the instructor’s supervision.

Clinical Study in Digital and Social Media Marketing MKTG 5730 (3 credits)

This course in partnership with Capital Innovators, provides students the opportunity for experiential learning by directly applying classroom topics to the real world.  Students will be paired up with a new startup business in their current class and, over the course of the semester, contribute to their digital and social media marketing strategies by assisting in specific project tasks.  Other mutually agreed upon areas of responsibility may be assigned as necessary.  Before taking this course students are expected to have completed either MKTG5721 or MKTG5722 or have prior digital/social media experience.  This is not an internship but rather a project support based clinical course providing very valuable learnings in the very vibrant entrepreneurial startup world. It will be instructor lead with weekly class meetings.

Special Seminars in Digital and Social Media Marketing MKTG 5731 (3 credits)

In this course the students will be attending three special 2- or 3-day seminars discussing focused topics in Digital and Social Media Marketing.  For the Winter/Spring 2014 semester the three 2-day seminars will be on the topics of (1) Blogs to Buzz, (2) Online Display Advertising, and (3) Mobile Marketing Strategy. 

Graduate Certificate in Digital
and Social Media Marketing

The Graduate Certificate in Marketing Management: Digital and Social Media Marketing is an 18-hour program designed to provide a focused, intensive study of the applications of digital and social media marketing management within organizations. This program serves marketing managers who want to understand a true integrated marketing approach to sales, brand management, promotion, and consumer behavior.  Click here for the program outline.