COMM 4322 - Multichannel Marketing Strategy
One of the key challenges for today’s marketers is how to assess, integrate, and measure the investment and effectiveness of digital channels in the traditional marketing mix. Developing an integrated multichannel marketing strategy requires understanding the customer experience of each customer segment and their multichannel interaction with traditional and all digital channels, such as web sites, blogs, search engines, email, and social platforms to engage current and prospective customers. Students in this course will explore various strategic planning models, define target markets and analyze segments, define customer needs, examine buyer behavior and define the marketing tactics, technology and tools needed to measure multichannel marketing ROI and success.
Autumn 2015 - On campus (CRN - 5005)
- CRN: 5005
- Instructor: Kumagai, Robert
- Credits: 4
- Date/Time: W - 09/16 - 11/20, 6:00 pm to 9:00 pm
- Delivery: On campus
- Location: STURM HALL 312
Required readings will be made available on e-reserves
Please check Canvas one week before class begins for any pre-class assignments; https://canvas.du.edu
If you wish to buy your books via the DU bookstore, please check their online site at "the DU Bookstore" to make sure your books are in stock before coming to campus or ordering online.