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MKTG-641 Digital Advertising and Search Engine Marketing (1.5)

Course Level: Graduate

Digital Advertising and Search Engine Marketing (1.5) The nature of digital marketing and e-commerce is constantly evolving and key issues change rapidly. This course, a blend of theory and practice, explores the best paradigms, practices, and principles of traditional, new, and emerging marketing techniques, along with their effects on individuals, audiences, publics, and cultures. Through readings, case studies, and hands-on projects, students gain understanding of successful online marketing strategies, user generated content, search, social media and networks, mobile, and web analytics. Prerequisite/Concurrent: MKTG-612 or MKTG-632.