DIGITAL MARKETING

This course introduces students to a paradigm of interacting with customers dynamically and directly through digital means. Through the course, students will learn a framework and tools for managing and analyzing an organization’s digital marketing and advertising activities. Students will gain experience in creating, placing, monitoring, and evaluating the companies’ website content and advertising efforts throughout the web. By the end of the course, students will: Understand the basic concepts related to web content and digital marketing management, including search engine optimization, landing page optimization, pay per click advertising, keyword research, etc. Understand and utilize common digital marketing metrics to evaluate the effectiveness of an organization’s digital advertising activities. Design, implement, and adjust digital advertising campaigns, given a particular marketing strategy. Learn how to effectively conduct consulting work, including client need assessment, project updates and communications, client report development, etc. Complete Google Online Marketing Challenge and obtain professional certificates by Google Ads.