This course focuses on the varied tools, technologies. concepts, and techniques that drive digital media and advertising. An overview of the economic, political, legal, and cultural impacts Digital Advertising & New Media have on modern organizations. This course expands on the various types of media in digital marketing: Owned, Earned, and Paid. Each of these advertising types will be examined along with an investigation of best practices and their application to digital marketing strategy. A focus on various advertising channels including display ads, paid search, social media, blogging, and other media channels will be evaluated.
UPON COMPLETION OF THE COURSE, THE STUDENT WILL BE COMPETENT IN: