UMass Boston

Course Overview

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.