Description

The course is designed to provide a focused, intensive study of the applications of digital and social media marketing management within organizations and enable students to develop digital and social media marketing plans and strategies. It serves media and business managers who want to understand a true integrated marketing approach to sales, brand management, and promotion. It explores the world of digital and social media marketing and how they impact and are integrated along with the traditional marketing channels. Students are able to discuss the different social platforms (Facebook, Twitter, Tumblr, Instagram, LinkedIn, etc.) and digital and social measurement tools and how brands manage healthy communities and learn the techniques used by social media managers to identify influencers, the various ways engagement is measured including calculating digital and social media ROI of the digital campaigns, marketing mix and campaign attribution. Real life case examples will be used throughout the course.

Program

MBA

Objectives

• Upon course completion, students should be able to: • Develop awareness of the latest digital and social media marketing trends and tools. • Define the various digital and social media platforms and key performance indicators (KPI’s). • Building and managing relationships on social networks. • Develop knowledge of the differences between social and digital media marketing. • Apply digital and social media marketing to retain customers via email marketing, online display advertising, social media strategy, affiliate marketing, and mobile marketing. • Learn how to create a brand presence on social networks. • Develop digital and social media marketing plans and strategies.