Digital Marketing and Technology

Marketing has the power to shape and influence individuals, communities, and society in myriad ways. Technological innovation continues to change the way we market to consumers, and the ways in which consumers interact with products and services. In this course, students will explore and critically examine the impact of current issues and emergent technology on enhancing the customer experience while at the same time applying foundational marketing approaches to build strategies and tactics for an organization of their choosing.

One of the main responsibilities in marketing is being able to identify the appropriate target markets for a product, service or idea. When the right audience is identified, it is easier to gain their attention and fulfill their needs so they become a returning customer. In this course students will apply consumer behavior theories and practice to explore various ways today's marketers determine their target audiences, how they create messaging that engages those audiences and the ways in which marketing and sales utilize consumer behavior to create lasting customer relationships.

Marketing research is a vast area that supports marketing decision-making. From product development and consumer insights to competitive analysis and predictive analytics, marketing research provides the data necessary to identify successes, understand challenges, and create new opportunities. In this course students will examine lean marketing research techniques, analyze market research data, and develop action plans based on their analysis. Students should expect to utilize appropriate market research tools and platforms as part of their course work.

Throughout history, technology provided opportunities for innovation, resulting in changes in business and society at a global scale. These technologies often disrupted business policies and processes, impacting jobs and organizational structures. Students examine how technological innovation is experienced in society and viewed over time and into the future by business people, philosophers, and sociologists. Students explore the question, How do we imagine that business, society and our place within will be affected as technology continues to advance?

In this course, students will integrate digital and social media marketing strategies and tactics as they examine ethical considerations and strategic planning in digital spaces. Students will apply best practices in search engine optimization (SEO), pay-per-click (PPC), search engine marketing (SEM), email, content marketing, influencer marketing, marketing automation and emergent technologies to the development of customer-centric digital campaigns. Through hands-on projects tailored to meet real organizational needs, students will gain valuable experience in executing effective digital and social media marketing campaigns.

In this course, students will practice maximizing an organization's digital visibility across paid, owned, and earned channels in B2C, B2B and C2C business models. Students will gain insights into successful digital visibility efforts, taking into account the impact of emergent technologies affecting all phases of marketing operations, planning, and implementation. A strong emphasis on ethical marketing practices and consumer privacy will equip students with the mindset and tools to analyze and adapt visibility strategies in a rapidly evolving digital landscape.

At a time where data informs decisions, the ability to quickly interpret and act on marketing data is crucial for maintaining competitive advantage. In this course, students will apply marketing intelligence to inform impactful strategic decisions. Emphasizing practical research, measurement planning, multi-channel attribution, data analysis, dynamic dashboard creation for various stakeholders, and the effective use of analytics platforms to optimize marketing tactics, students will learn to swiftly adapt and make informed decisions for multiple business models.

In this course students examine cybersecurity and data privacy in B2C and B2B marketing, focusing on ethical, legal, and operational aspects of data management. Through the analysis of digital threats and application of data protection laws and ethical frameworks, students will ensure marketing strategies comply with global privacy laws. By the end of the course, students will be adept at navigating data security in marketing, ensuring practices that champion consumer privacy and data security in a rapidly evolving digital environment.

At a time when consumers interact with brands across multiple platforms and devices, creating a unified customer journey that seamlessly blends digital and physical experiences is an imperative. In this course, students will deepen their examination of omnichannel marketing strategy to create engaging and effective customer experiences. The course emphasizes the importance of employing technology to ensure smooth coordination across touchpoints and leveraging analytics for ongoing optimization in order to meet consumer expectations and drive organizational success.

As the culmination of the graduate marketing experience, this capstone course enables students to apply their advanced marketing knowledge to solve complex challenges, aligning projects with their career goals. Emphasizing strategic planning, problem-solving, and adaptability, students will engage with ethically-grounded marketing practices to meet organizational and audience needs. The course culminates in a concise presentation, where students articulate their strategic marketing projects, showcasing their ability to translate complex issues into actionable insights.