Jul 06, 2022  
2021-2022 Cal State East Bay Catalog 
    
2021-2022 Cal State East Bay Catalog [ARCHIVED CATALOG]

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MKTG 628 - Seminar in Digital Marketing


Units: 3
This course provides an introduction to the theory and practice of interactive and digital marketing. Topics include: social media marketing, online advertising, search engine optimization/marketing, email marketing, mobile marketing, and digital marketing analytics.

Prerequisites: Post-baccalaureate standing.
Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:
  1. Demonstrate an understanding of the impact of digital marketing tactics such as social media, display, search, email and mobile on firm performance and customer relationship.
  2. Analyze and evaluate appropriate digital marketing strategies and practices used by companies.
  3. Construct a comprehensive social media marketing plan for a company/organization.
  4. Design social media strategy and content to achieve certain marketing objectives.
  5. Evaluate the effectiveness of a digital marketing campaign using appropriate metrics.




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