Course

This course explores online marketing tools and tactics, such as social media, email, digital advertising and content marketing, that businesses can use to build a profitable relationship with their customers. Students engage in simulated social media, email and digital advertising campaigns to gain a better understanding of how to use these tools in their marketing efforts.

Along with learning about digital and social media marketing, students learn general principles of marketing that are key for every business, regardless of industry or size: identifying who your customers are; understanding what needs they have that you are uniquely able to serve; creating a brand voice that speaks to them; identifying who your competitors are; deciding how to differentiate your offering from theirs; and creating a plan for engaging customers across social media and digital advertising platforms.