MKTG-2245 Mobile, Email, & Search Marketing 3

Students explore and analyze the mobile marketing channels available to companies and gain exposure to different mobile strategies companies are using, including device-specific ad and location-based campaigns. As an essential component of a company’s marketing mix, students will develop a plan for marketing to a database of current and potential customers via email. In addition, they explore the differences between Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and how these contribute to overall strategy. Topics such as affiliate, paid and unpaid advertising, and performing site audits to improve SEO are also explored. Students develop skills in maximizing small marketing campaigns, understanding optimal audience outreach, and analyzing customer interactions and data. May be preparation for industry certification exams.
Prerequisites: MKTG-2215
Offered: Spring