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COMM 4322 - Multichannel Marketing Strategy

One of the key challenges for today’s marketers is how to assess, integrate, and measure new digital channels in the traditional marketing mix. Developing an integrated multichannel marketing strategy includes identifying and prioritizing marketing resources across all digital channels, such as sites, blogs, search, display, email and inbound channels like Facebook, Twitter, LinkedIn and YouTube to engage current and prospective customers.

Students in this course will explore various strategic planning models, segment target markets, define customer needs, examine buyer behavior and define the marketing tactics, technology and tools to measure multichannel marketing ROI and success.

warningNOTE: This course is not offered this term. Please refer to the annual schedule for Organizational And Professional Communication to see the next time this course is offered.

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