2018-2019 Graduate Catalog 
    
    May 24, 2024  
2018-2019 Graduate Catalog [ARCHIVED CATALOG]

MKTG 6631 - Digital Marketing Strategy


Prerequisite: MKTG 6610 .  This course will equip students with strategic abilities to help organizations adapt to the rapidly evolving digital markets of the future. It will cover a range of situations as brick and mortar businesses go partly or entirely digital and new business models emerge (such as Airbnb and Uber) that disrupt traditional business models. Using case studies and readings, students will learn the latest and upcoming changes in digital marketing strategy and practice. In addition, students will engage in an experiential learning project (e.g. search engine marketing) with a real business to appreciate the link between strategy and execution.  3 credits.