This course introduces students to the dynamic and rapidly evolving world of digital marketing, equipping students with the knowledge and skills needed to develop and implement effective digital marketing strategies. It covers fundamental frameworks, practical applications, and online tools essential for building and executing a cohesive digital marketing strategy. It involves leveraging online platforms, data-driven insights, and innovative technologies to engage customers, build brand presence, and drive business success. It emphasizes the integration of digital marketing within the broader marketing mix and prepares students to navigate the evolving digital marketplace.
 

Topical coverage includes: storytelling in digital marketing; search engine optimization (SEO) and search engine marketing (SEM); website and landing page optimization; content marketing and creation tools; paid advertising strategies; social media marketing; email marketing; conversion rate optimization; data and digital marketing analytics; and emerging trends shaping the future of digital marketing. 

Prerequisite: MKT201 Introduction to Marketing