Introduction:

Digital marketing is transforming marketing tools to remain competitive and optimize marketing spend in the new digital landscape. Although traditional marketing strategies are still used, companies continue to shift their focus to digital approaches such as search engines, social media etc. These technologies take into account the journey of the customer and how they make their purchase decisions. It is important for marketers to have an understanding of digital marketing strategies and familiarize themselves with the key technologies underlying them. This course will offer students a panoramic view of digital marketing and provide insights into key strategies using Internet-based platforms. In addition, it will focus on content that resonates with consumers that helps businesses differentiate themselves in competitive markets..

Program Learning Outcomes

Upon successful completion of the program, candidates will be familiar with Digital Marketing and be able to:

• Understand digital marketing and its disruption of the traditional marketing mix.
• Be aware of the online consumer journey and how to effectively target their customers.
• Understand the role of the core digital marketing channels and learn how to optimize using metrics: SMART goals, conversion optimization, A/B tests, attribution, and experimentation.
• Set clear objectives for the different digital marketing channels.

Career Prospects

• Digital Marketing Analyst.
• Content Strategist
• CRM Analyst
• SEO Specialist.
• Ecommerce Manager
• Social Media Manager