MKT 303 Advanced Digital Marketing

This advanced course addresses the practical and creative side of one of the most fast-changing aspects of modern marketing. Through a mix of practical examples, and theory and practice, students will learn how to best employ digital marketing in today's complex business world. Students must demonstrate knowledge of core marketing functions as well as marketing planning, idea generation and creative expression, basic digital marketing (having successfully taken Intro. To Digital Marketing), and marketing communications (having successfully taken Marketing Communications).

Building on marketing theory and concepts from previous courses, students will learn how to work within real world constraints. This class should include projects run in cooperation with partner organizations of AAU.

Upon successful completion of this course, students will know how to create and run an effective digital marketing campaign. Every student will come into contact with digital marketing in their life and understanding this area of marketing will be to their benefit even though they may not use it directly in their work. The consistency of consumer response to successful digital marketing will be explored through the examination of various groundbreaking campaigns, past and present. Furthermore, new trends within the area of digital marketing will be assessed through specific case study analysis, real-life marketing applications, and guest speakers.