MKTG 4413 - Digital Marketing

This course focuses on the use of digital media in carrying out the marketing processes. This includes e-commerce, social media, e-mail, and other digital media. It examines the ways in which these media link companies with customers, suppliers, and others for the presentation, development, and delivery of goods and services. This course also considers the consumer attitudes and behavior explaining why digital media are meeting their needs and the strategic factors of successful entrants into this exciting segment. A heavy emphasis in the course is the application of digital media in the business-to-business marketing model. Methods for developing and defining relations with customers, the role of electronic communication with customers, and the technology of digital media are explored. Class 3. Prerequisite(s): MKTG 2503