Obtain a rich understanding of the foundation of marketing and how this foundation is being shifted due to the rise of the digital revolution.

Apply critical thinking skills regarding the role of digital tools and their impact upon both firms and consumers.

Learn several real-world examples of how digital tools are being applied to enhance and enrich a variety of marketing activities.

Understand how digital technologies, data, and consumer behavior jointly shape modern marketing strategy

Learn to design content that is discoverable, shareable, and optimized for both humans and algorithms

Analyze the role of influencers, communities, and creators in building brand authenticity and trust

Examine how artificial intelligence transforms customer experience, personalization, and service delivery

Gain hands-on, working knowledge of a step-by-step approach to planning, collecting, analyzing, and reporting data

Learn to evaluate and choose appropriate web analytics tools and techniques

Utilize tools to collect data using today’s most important online techniques: performing bulk downloads, tapping APIs, and scraping webpages

Understand approaches to visualizing data effectively

Develop an overview of the digital marketing communication landscape.

Examine various marketing activities from a communication perspective

Discuss the roles and functions of both traditional and digital media channels in marketing communication.

Align your marketing goals with various digital marketing strategies and the appropriate media channels.

Strategically develop a digital marketing communication plan.

Appropriately relate your marketing goals with the communication strategies and the channels.

Effectively employ the right tools and strategies to amplify the impact of your digital campaign through digital and social media.

Identify the key performance indicators and analyze the return on investment of a digital campaign.

Apply the process of analyzing a client to setup a basis for a digital campaign.

Map out the Consumer Decision Journey.

Apply the Plan, Collect, Analyze, Report framework to focus your campaign.

Create a content and channel strategy to support the campaign objectives.