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.
NOTE: 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.