MKT60180 - Marketing Management in the Digital Age

(3 units)

This course will help students understand the role of marketing in today’s rapidly changing digital business environment. It examines how digital technologies challenge and change contemporary marketing theory and practice, and how businesses use digital technology to promote brands, reach customers, increase sales and involve end users. Students will analyze digital marketing methods including Internet marketing strategies, user-generated content, search engine optimization, website design and management, email marketing, social media campaigns, mobile apps and more to develop a solid grasp of the core concepts and tools of digital marketing management.