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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.


Sections

Spring 2014 - Online/Distance (CRN - 4886)

Schedule Information

  • CRN: 4886
  • Instructor: McCall, Catherine
  • Credits: 4
  • Date/Time:
  • Delivery: Online/Distance
  • Location: ONLINE

Required Reading:

Please see eCollege for e-reserves.

Please check eCollege one week before class begins for any pre-class assignments; www.ucolonline.com

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.

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