Digital Marketing Professional (Co-op)

This course is designed to introduce students to the contempMarketing research takes many forms and gives companies a way to obtain information about their customers. That information is used primarily for making marketing decisions, so marketing research is an important strategic tool.

Digital marketing has become the primary channel for businesses large and small to communicate with prospective customers. Digital Marketing Fundamentals lays the groundwork for students to understand how online and offline marketing methods work together to deliver results.

Social media as a marketing tool can make or break brand image and has rapidly become the channel of choice for companies to reach their target audience. Learning how to choose the right social media platform and how best to utilize the features offered by that platform is the primary focus of this course. We take the most popular social media platforms and examine how businesses can best use them to reach customers.

Moving beyond basic keywords and PPC marketing, SEO takes a deeper look into what businesses need to do to get their content in front of their target audience. This course takes a very broad view on the subject, covering more than Google, incorporating SEO strategies across multiple platforms and geographic regions.

Website design is undergoing a radical change in how sites are built and how they’re viewed. With a need to be viewable on everything from large screens to the smallest phones, newer methods to deliver and display increasingly complex sites have been created.

Reading online is a very different experience from reading print. Thus, even strong writers need to discover how to tailor their content for the digital environment. This text will provide an in-depth look into the process of writing compelling copy, including: brainstorming, outlining, drafting, and editing.

Students begin a comprehensive integrated digital marketing project on behalf of a local business, applying their learning from current courses. They will develop and complete a capstone proposal (digital marketing campaign plan).

This course is designed to provide students with the knowledge, job application tools and soft skills necessary to break into the competitive digital marketing job market. Successful completion of this course will enhance their confidence in entering the job market, well-equipped to make an informed decision on their path to career success.

The internet has created the expectation of immediate responsiveness and customized experiences. The successful business needs to manage this expectation across all the constituents of your online community. With the huge number of tools available to the professional marketer today, it's no surprise that automation has emerged as a key requirement for modern business.

The course on Digital Marketing Analytics provides students with the opportunity to interpret, evaluate, and integrate digital marketing data. Students will learn to formulate and enact data-driven strategies and bring web marketing analytics into current business practices. The course focuses on identifying and understanding digital marketing metrics to evaluate the success of tradition.

Topics covered in this course include the following: copyright, patents, trade secret, trademarks, domain names, cybercrime, privacy, e-commerce and online contracts, and online advertising.

This course provides a comprehensive and up-to-date introduction to the subjects of brands, brand equity, and strategic brand management—the design and implementation of marketing programs and activities to build, measure, and manage brand equity. Focus is placed on looking at branding paradigms and practices through a digital lens, while retaining aspects of traditional brand management that continue to be important and relevant.

The ongoing shift to digital communications presents both challenges and opportunities for advertisers and their marketing communications agencies. Striking the right balance among the communications options is the primary task of the marketing communications agencies responsible for making recommendations to their clients. The primary goal of this course is to present essential elements of integrated marketing communications in a clear, concise, and informative manner.

The E-Commerce course provides students with an in-depth introduction to the field of e-commerce. Learning is focused on key concepts, and the latest empirical and financial data, that will help students understand and take advantage of the evolving world of opportunity offered by e-commerce, which is dramatically altering the way business is conducted and driving major shifts in the global economy.

The career success II builds on the learnings from Career Success I course students completed in block A of the program. In this course students delve deeper into the job market in Digital Marketing from the perspective of being an entrepreneur / consultant in the industry. The course focuses on specific hands-on learning for students considering a career in digital marketing as a consultant.

Students continue working on a comprehensive integrated marketing project, applying their learning from previous courses. They will execute their capstone deliverables, outlined in the proposal from Capstone I