This course explores the evolving influence of social media and digital platforms in marketing, advertising, organizations, and society. Students examine how traditional marketing, advertising, and public relations strategies often fail with digitally empowered consumers. Through theory, practice, and case studies students identify a strategic process for integrating social media into marketing, advertising, public relations and other business operations.
Specific strategies for monitoring and engaging will be used while students investigate how to apply digital channels to help meet real business objectives. A series of assignments build upon each other toward a final digital marketing plan report and presentation for a product, service, or organization.