MSDM 5090

Digital Marketing Strategy

Integrates knowledge gained in previous courses into an understanding of how all the disparate elements culminate into a cohesive, next generational business plan. The course examines strategic adjustments due to changing regulations, economic environments, new technological developments and societal and audience changes. The course content adjusts to stay current and up to date with the state of the science in digital marketing through (1) regular (semester by semester) updates to the syllabus and (2) a special project wherein each student partners with a business partner on a current topic in digital marketing. It is also in this course that each student begins to develop his or her own business plan in preparation for the strategic experience course.

Units: 3.0