Digital and Social Media
Digital and social technologies are continuously transforming the ways consumers interact with organizations and each other. The changes have given consumers greater opportunities to voice their opinions and connect with consumers, as well as an increased influence over marketers and brands. As a result, marketers must leverage these digital and social technologies to engage consumers and propagate ideas, messages, products, and behaviors. This course takes an in-depth look at the relationship between digital media and human behavior by examining how marketers can utilize and evaluate the various tools available for establishing a social media presence supported by a strong digital strategy. Students will get hands-on experience creating comprehensive social media strategies for active brands while developing an understanding of the role of digital channels, including an organization's website and mobile applications. In addition to the function of the channels, this course highlights digital marketing tactics such as search engine marketing, search engine optimization, content marketing, brand strategy in the online environment, user-generated content, and online reputation management.
Upon completion, students will be able to:
- Demonstrate an advanced understanding of today's digital and social media marketing landscape.
- Apply professional and ethical considerations to devise digital marketing best practices.
- Evaluate the impact of social media campaigns in terms of specific marketing objectives.
- Design digital and social media campaigns utilizing current theories, technologies, and tools.
Grade Basis: Letter Grade
Credit hours: 3
Lecture hours: 3
Lab hours: 0