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Mar 13, 2025
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BUS 4660 - Digital Marketing3 lecture hours 0 lab hours 3 credits
Course Description
Tweet, Post, Snap - What? From social networks to consumer content and mobile applications, marketing in the digital age is markedly different than in the past. Students in this course will get hands-on experience with many of today’s cutting-edge social and digital marketing tools, learn to critique and create digital marketing strategies, and participate in exploratory assignments to test out the theories that make these tools work. Students will read about the functional theories related to social media, including network theory, game theory, and collective intelligence, and will then engage in experiencing these theories in action firsthand, building to a campaign of their own design. This course includes a full survey of digital marketing approaches from email to augmented reality, with an emphasis on matching technology to specific marketing goals. Students in the course must be willing to create accounts on various social media tools. (prereq: BUS 2660 ) (quarter system prereq: BA 2661)
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Identify the ethical issues related to using social media marketing and its impact on businesses
- Effectively use the major social media marketing portals to promote a company, brand, product, service, or person
- Evaluate a company’s current situation, isolate social media issues, and provide solutions by identifying appropriate social media marketing portals to influence consumers and improve the company’s reputation
- Create a social media marketing plan including KPIs and metrics
Prerequisites by Topic
Course Topics
- Target audiences
- Engagement
- Platforms and sites
- Creating content
- Using video and photos for social media
- Discussion boards, news
- Content marketing
- Mobile vs. desktop
- SMM plan
- Measurement
Coordinator
Dr. Michael Payne
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