UMass Boston

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Digital Marketing Strategy & Practice

Course Overview

Date / Time Location Credits Minimium Tuition*
9/2/25 - 12/12/25
Tu 5:30p.m. – 8:15p.m.		 McCormack M02-0417 3 $2657 (guest students)
Date
9/2/25 - 12/12/25
Time
Tu 5:30p.m. – 8:15p.m.
Location
McCormack M02-0417
Credits
3
Min. Tuition*
$2657 (guest students)

Description

This course introduces contemporary digital marketing strategies and practices. Digital Marketing is a key component of the organization's total marketing effort. Effective digital marketing strategies optimize identification, selection, acquisition, growth, and retention of desired customers to maximize long-term benefits for an organization and its stakeholders. This course concentrated on 1) creating and disseminating marketing content on digital channels, including email blast, webpage design, search engine optimization, live streaming, and mobile messaging; and 2) streamlining an organization's digital marketing process, including lead generation, salesforce automation, and customer experience management. Students who are interested in or responsible for the development of any major aspect of marketing will find this course beneficial. Students will incorporate strategical frameworks with practical tools, including customer information management, leading digital marketing applications, systems, and solutions.

Guest registration opens August 18

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Course Details

Session

Regular Academic Session

Class Dates

9/2/2025 - 12/12/2025

Location

McCormack M02-0417

Enrolled / Capacity

17 / 24

Status

Closed

Instructor

Guangxin Xie

Tuition*

$2657 (guest students)

* The tuition estimate is based on minimum, single-course cost to a new student who is a Massachusetts resident and not enrolled in a multi-course program. State residency, online/in person modality, and matriculation to a degree program may affect cost.

Tuition Details