Digital Campaign Management

A digital marketing campaign is a strategic and creative online effort to promote an organization's goal, reach their target audience in a variety of ways and drive them toward a desired action. Digital campaigns are often more complex and dynamic than traditional marketing methods, requiring constant analysis of data and evaluation of effectiveness. Students will experience this dynamism first hand through a course-long interactive campaign simulation during this course. Students will examine the process and stages engaged when creating a successful digital marketing campaign; investigate how marketing automation can streamline efforts and improve team efficiencies; and evaluate how tracking and measuring campaign data can facilitate optimization and scalability to boost ROI. Recommended Prerequisite: Students are strongly advised to take COMM 4321 prior to this course.