MKTG 434 – Digital Marketing and AI, University of Akron

COURSE DESCRIPTION

This course introduces students to the principles, tools, and applications of digital marketing in today’s data-driven environment as well as the strategic use of the technologies in marketing. Emphasis is placed on the development and implementation of digital marketing strategies using contemporary tools and platforms. Topics include website design, search engine optimization (SEO), paid search advertising, display advertising, email marketing, marketing analytics, and artificial intelligence in marketing. Students apply course concepts through experiential projects and professional skill-building activities, including the creation and promotion of a personal website, participation in a search engine marketing simulation, analysis of digital trends and website performance, and completion of industry-recognized certifications in SEMrush and Google Ads. Additional course activities include discussion on current trends and topics in digital marketing and peer evaluation of website effectiveness. The course is designed to strengthen students’ ability to integrate marketing knowledge in digital environments, interpret analytics for decision making, and develop practical competencies relevant to contemporary marketing careers.