2844 - Foundations of Digital Strategy and Marketing Management

Course Description

Digital marketing management represents the fastest-growing new channel for targeted communication, interaction, engagement and delivery of an organization's branding, communications, products and services. If you need to improve your digital marketing management skills - which most marketing professionals, consultants and small business owners do - this course will give you a solid foundation in the strategic, tactical and creative essentials. It combines lectures, readings, case studies, exercises and assignments to explore web-based marketing principles.

Learning Outcomes

• Understand the principles of website design and content, social media, email marketing, web analytics, search engine marketing and measurement.
• Use search engine fundamentals for organic and paid search traffic.
• Explore social media marketing, blogging and social networks.
• Reach audiences through content and email marketing.
• Understand web analytics and key performance metrics.
• Grasp the basics of website usability and content management.

This course may be applied towards the SCS Certificate(s) in

• Advertising : Electives
• Digital Marketing Management : Required
• Marketing : Elective, electives option 2
• Marketing - Advanced : Main Courses