| Call Number | 17019 |
|---|---|
| Day & Time Location |
T 2:00pm-5:15pm 390 GEFFEN HALL |
| Points | 3 |
| Grading Mode | Standard |
| Approvals Required | None |
| Instructor | Dante Donati |
| Type | LECTURE |
| Method of Instruction | In-Person |
| Course Description | Digital marketing has become an essential component of any firms marketing strategy, but managers are still grappling with this medium which is continuously evolving as well. In this course, we will develop a systematic understanding of digital marketing by learning concepts and tools whose applicability will endure even as specific technologies and implementation procedures change. We will conduct an in-depth study of display advertising, search advertising and social media marketing, at both the tactical and strategic levels. We will invest a significant amount of time on outcome and effectiveness measurement methods and campaign evaluation metrics. Towards the end of the course, we will discuss a host of varied topics such as mobile marketing, media planning, privacy issues and digital ad fraud. |
| Web Site | Vergil |
| Department | MARKETING |
| Enrollment | 53 students (73 max) as of 5:08PM Saturday, September 7, 2024 |
| Subject | Marketing |
| Number | B8679 |
| Section | 001 |
| Division | School of Business |
| Open To | Business, Engineering:Graduate, Journalism |
| Campus | Morningside |
| Section key | 20231MRKT8679B001 |