MKTG 4310 - Marketing through Interactive Media

Social dynamics on the Internet are quickly changing the process by which we build brands, develop marketing strategies, and execute campaigns. The increased importance of effectively marketing to empowered consumers is changing the traditional approaches to marketing. In this course we teach the concepts and tools needed to connect with target markets and demographics through a range of processes such as online brand management, search engine marketing and optimization, online media buying, dialogue marketing, and social media. Students will learn how marketing strategies are implemented using tools that include keyword research tools, traffic strategy analyzers, and campaign management tools.