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Leeds School of Business


Experimental Seminar: Digital Marketing
MKTG 3825, 3 semester hours, Section 001, Class No. 18323
Session M: May 12–30, 2014
Ken Barber and Laura Kornish

Digital marketing is an exciting area of marketing practice. In this course, we cover the what, why, and how of major current approaches, including online listening and monitoring, search engine optimization, search ads, email marketing, and participating in social media. In addition to those specific topics, three key messages are woven throughout the course: stay current with developments in digital technologies and platforms, use new tactics to support strategy, and put measurement systems in place to track performance. The course is designed to get students to think like digital marketing professionals, and to give experience with industry-relevant hands-on assignments and exercises.