2018-2019 Undergraduate Catalog

MK 335 Digital Advertising

This course is an introduction to the rapidly evolving and dynamic digital-advertising sector (e.g., search, display, social, and mobile advertising). Recent changes in consumer behavior and opportunities, problems, tactics, and strategies associated with incorporating electronic methods into the marketing communications function are examined. The course also includes discussion of current metrics used to gauge the effectiveness of digital advertising.

Credits

3

Prerequisite

MK 201 Principles of Marketing