MY DIGITAL MARKETING STUDENTS LEARN THE EXISTING AND EMERGING FORMATS AND UX BEST PRACTICES OF DIGITAL MARKETING IN ORDER TO KNOW HOW TO INTEGRATE THEM INTO THEIR MARKETING PLANS, HOW TO USE THEM TO ACHIEVE BUSINESS OBJECTIVES, AND HOW TO ASSESS EMERGING TRENDS, SO THAT THEY HAVE THE BASIS FOR ADAPTING TO NEW AND EMERGING DIGITAL FORMATS.

My students learn all aspects of search, including organic, pay-per-click search, paid/sponsored listings, contextual listings, and paid inclusion, as well as optimization of site content through keywords, algorithms, and meta tags. Building on this foundation of planning and managing search, they learn the metrics of click throughs: how to measure the effectiveness of search with A/B tests of listings, site content, site design, and targeted, measurable landing pages. The course achieves its goals through a combination of lectures and projects that enable students to apply the learning to actual businesses. 

THIS COURSE IS PART OF THE CORE CURRICULUM FOR THE MASTER OF SCIENCE IN INTEGRATED MARKETING. THE PURPOSE IS TO PREPARE STUDENTS FOR MANAGING CREATIVE AS PART OF OVERALL CAMPAIGN MANAGEMENT.  STUDENTS LEARN WHAT THE BEST PRACTICES ARE FOR BRAND ADVERTISING, CORPORATE ADVERTISING /PUBLIC RELATIONS, DIRECT MARKETING, AND DIGITAL MARKETING ACROSS THE FULL RANGE OF MEDIA; HOW TO PROVIDE THE NEEDED INFORMATION ABOUT MARKETING OBJECTIVES, MARKETING STRATEGY, AND BRAND STRATEGY TO A CREATIVE TEAM; HOW TO BUILD CAMPAIGNS THAT ARE ON STRATEGY; HOW TO EVALUATE CREATIVE AND PROVIDE CONSTRUCTIVE FEEDBACK AT THE VARIOUS STAGES OF CREATIVE EXECUTION.