Digital Marketing

6600:434 – Digital Marketing, University of Akron

COURSE DESCRIPTION

This course focuses on understanding how the internet and other 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 present 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), online advertising, email marketing, social media strategy, and mobile marketing. As an integral part of the course, students will gain firsthand experience managing a campaign for a real business, or non-profit organization, by designing and managing a Google Ads campaign for a local client.

Examples of past clients:

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