MKTG 342: Digital Marketing Strategy
Prerequisite: MKTG 340
Credit Hours: (3)
Introduction to the rapidly evolving world of digital marketing. The opportunities,
problems, tactics and strategies associated with incorporating digital methods into
the marketing function are examined. Emphasis is placed on experiential learning and
the latest technological aspects of marketing in the online environment.
Note(s): Applied Learning designated course.
Detailed Description of Content of Course
This course examines the application of marketing principles to marketing products
and services within digital environments. While it is clear that digital will not
completely replace traditional marketing vehicles, it is becoming increasingly mainstream,
the intricacies and dynamic nature of the Internet make it a unique medium that can
be used to make a firm鈥檚 marketing strategy more effective and efficient. Online marketing
tools unleash the power of interactivity and individuality afforded by the digital
allowing marketers to create marketing synergy by supporting and enhancing the effects
of offline activities. Digital Marketing Strategy explores Internet technologies as
products in and of themselves, as mass and personal communication and promotion tools,
and as distribution/transaction channels. It also addresses user characteristics and
behavior, direct marketing and online strategies for relationship marketing. Additionally,
the course focuses on the development of an effective digital presence, web-site traffic
and brand building, online customer support and date collection, online pricing tactics
and Internet marketing models.
Topics covered in this course include:
鈥he impact of digital technologies in marketing
鈥eb site design, development and optimization
鈥nline business models
鈥igital marketing strategies
鈥nline consumer behavior
鈥randing on the Internet
鈥rust, privacy and security in the online environment
鈥egal and ethical considerations
鈥igital performance metrics
鈥earch marketing and SEO
鈥mail Marketing
Detailed Description of Conduct of Course
This course emphasizes an applied approach with practical applications that give students
a solid understanding of the dynamic nature of digital marketing. Course content will
be provided through lecture, discussion of real-world applications of digital marketing,
and up-to-date readings on each of the content areas. Assignments, both in and outside
of class, will be used to immediately apply the course content.
Goals and Objectives of the Course
At the conclusion of the course, the students will be able to:
鈥escribe the characteristics and needs of Internet users
鈥dentify the latest technologies used in digital marketing
鈥ecognize how the Internet affects a firm鈥檚 marketing strategy
鈥dentify what constitutes successful web design
鈥escribe and know when to appropriately apply online business models
鈥ecognize the value of online branding
鈥osition and optimize a web site for search engine marketing
鈥evelop a search marketing strategy
鈥iscuss digital performance metrics
鈥ecall the implications of trust, privacy and security in Internet marketing
Assessment Measures
Assessment of the student鈥檚 success in the course may be measured by performance on
exams, quizzes, assignments, active participation, and experiential activities.
Other Course Information
None
Approval and Subsequent Reviews
DATE ACTION APPROVED BY
12-01-2006, reviewed and approved by the Department of Marketing faculty
11-04-2011, reviewed, revised and approved by the Department of Marketing faculty
March 20, 2012 Revised
March 01, 2021