BUSA 4150 Advanced Digital Marketing

With the rapid shift of advertising dollars to digital platforms, it is becoming increasingly important for marketing graduates to be well versed in digital marketing fundamentals. This upper division course will provide a solid foundation in the key concepts around this consistently changing field. Through readings, case studies and hands-on projects, students will come away with an understanding of successful online marketing strategies, user generated content, search and search engine optimization, social media and networks, mobile, and web analytics. Group projects, exercises and simulations will facilitate experiential learning within the course. Students will exit the course with a solid understanding of digital marketing tactics, tools and resources available for ongoing education and professional development.

Credits

3

Prerequisite

BUSA 3200

Typically Offered

Athens Campus: not offered — Demorest Campus: spring day

Student Learning Outcomes

At the successful completion of this course, students will be able to:

1. Demonstrate how search engines work and apply this knowledge to make recommendations to a website on how it can improve its organic search rankings. (Search Engine Optimization)
2. Understand the mechanics of paid search ranking by creating a search engine marketing campaign and evaluate its effectiveness and identifying changes to improve the campaign’s conversion rates. (Search Engine Marketing)
3. Understand the various methods of online display advertising by creating an online display ad campaign and measures its ROAS (return on ad spend). (Online Advertising)
4. Demonstrate ability to determine the appropriate KPIs for any type of website by applying the conversion funnel to a selected website. (Digital Analytics)
5. Understand best practices in marketing to a database of current and potential customers via email. (e-Mail Marketing)
6. Apply knowledge of social media tactics to design an effective social media campaign. (Social Media Marketing)
7. Understand online reputation management tactics to defend and improve the online reputation of a brand. (Reputation Management)