Digital Marketing Bootcamp

This course introduces students to the growing field of digital marketing. The course is designed to cover digital marketing concepts on both the strategic and tactical levels with the strategic advantage of industry experts. Topics include the framework and terminology of digital marketing and techniques; measurement techniques to evaluate the success of digital marketing initiatives; the crossover among advertising, PR and marketing platforms, concepts and technologies, and digital marketing in the context of other media and as an inbound (marketing intelligence) and outbound (messaging) tool, as well as a "conversational" medium. Pre-requisite: Bus 1000