Digital Marketing & Communication

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Course Information
Discipline(s): 
Communications
Marketing
Terms offered: 
Fall, Spring
Credits: 
3
Language of instruction: 
English
Description: 

This course explores digital marketing in the context of the wider marketing communications function and includes understanding content marketing across a variety of digital channels. It will look at structures and frameworks for developing a digital marketing strategy and will examine the development of consumer personas and the process of writing for online customer acquisition and retention. It will cover new and emerging web-based software used to develop web content and future trends in consumer mobile behaviour and consumption. This course will include guest lectures from Global Technology companies and field trips.