MKT 412 - Digital Marketing and Advertising

3 Credit(s)

This course provides an overview of the terminology, methods, strategies, and issues in managing the digital advertising function of the promotional mix. Topics include social, ethical, and regulatory aspects, advertising on the internet, digital media selection, digital marketing management tools, digital metrics and analytics, digital marketing strategy development, and the functions of digital advertising participants. The course relies on a mix of lectures, industry certification materials, case study discussions, and projects. 3 semester hours
Prerequisite(s): MKT 300.