6600:434 – Digital Marketing, University of Akron

COURSE DESCRIPTION

This course focuses on understanding how digital technologies can be used for developing and implementing an effective marketing strategy. The internet has become an important marketing channel, and it provides marketers with several important capabilities not presented in most other media channels, such as interactivity and measurability. It also presents a host of challenges that marketing managers must face in developing effective strategies for new media applications. Topics in the course will include website design, search engine optimization (SEO), paid search advertising (PPC), display advertising, email marketing, social media strategy, mobile marketing, and artificial intelligence (AI). As an integral part of the course, students will work with a client to propose a digital marketing campaign for a real business, or non-profit organization. This class is good for a business/non-profit org that is looking for specific recommendations on digital marketing strategy.

Examples of past clients: