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Mar 15, 2025
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2024-2025 Academic Catalog
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COMM 232 - Digital Marketing
Credits: 3
Effective digital communication and marketing inform and inspire consumers and other stakeholders. It’s messaging that creates awareness, knowledge and encourages positive brand attitudes and action. In this course, students will examine what digital marketing is and how it is part of a brand-driven integrated marketing communications strategy. Students will begin by examining digital marketing goals and objectives, then learn how to create a platform strategy by conducting an audience analysis to identify and describe the brand target markets. Students will then perform a brand and competitive audit to clarify the brand’s digital presences, and build a proactive social listening system. Students will select the right digital marketing platforms as they build a social media calendar for goal management. Students will budget and manage social media and Google targeted ads, email marketing, influencers, SEO and more. The course will provide an ethical lens to view data privacy and unethical digital persuasion. Finally, from measures of impressions to engagement, conversion, and advocacy, students will have an introduction to how brands use metrics to assess, test, and optimize digital marketing results.
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