EMRK 3715 - DIGITAL MARKETING II

Fashion Merchandising & Marketing Department
Internet Marketing II builds upon the fundamental concepts explored within Introduction to Internet Marketing while preparing students to create a comprehensive digital marketing strategy for the fashion brand of their choosing. Students will learn about online marketing funnels and effective web design to improve website user experience and increase conversion rates. Search engine marketing is covered in depth while highlighting both search engine optimization and paid search best practice. The course will highlight additional popular internet marketing strategies including display advertising, email marketing, affiliate, and partnership marketing. Students will demonstrate their knowledge to create effective online marketing communications including display ads and landing pages. Popular analytics monitoring tools will be introduced and students will get hands on experience selecting key performance indicators for tracking campaign performance and analyzing results.
credit(s): 3
Prerequisite(s): EMRK 3415