This course will cover major aspects of digital marketing today including SEO, Analytics, Digital Strategy and Planning, Customer UX, Web-Site Design, the Role of Design, Content Creation and Marketing, New Media Platforms, PPC, Ad-Words, Email Marketing, Social Media Marketing, Mobile Marketing, E-Commerce, Content Marketing and Management, and Mobile Marketing and Commerce, and the development and importance of payment systems in Digital Marketing. How these aspects of digital Marketing can work synergistically will also be examined. A significant portion of the course will be spent on the use of Web 2.0/3.0 and sites such as Facebook, YouTube, Twitter, Pinterest, Instagram, and others. We will attempt to balance old and new perspectives through case studies and real-life marketing applications. Part of the course will cover the beginnings of Digital Marketing, how and why it has developed over the years, current trends, and where we may be going including the roles of Virtual Reality and Augmented Reality. For the course students will create, promote and track their own websites and a key part of course will be student team projects of developing multi-media and written content for AAU and the AAU web site in conjunction with the Marketing Department. The above topics will be covered from both a theoretical and practical “real-life” viewpoint with the emphasis on the practical. Students will choose and complete Google training modules and other Digital Marketing Certifications throughout the course.

Upon completion of this course, students should be able to:Upon completion of this course, students should be able to:
o Have a clear and demonstrable understanding of digital marketing and its many facets.

o Have a clear and demonstrable understanding of how Digital Marketing developed, where we are today and where we may be going in the future.

o Demonstrate a clear understanding of the convergence of social media and other aspects of Digital Marketing and how these are tied to e-commerce marketing, both historically, today, and looking to the future.

o Understand and demonstrate an ability to plan, set up and develop a web site.

o Understand, track and analyze Google Analytics and SEO.

o Understand and demonstrate a basic knowledge level and familiarity with the following: SEO, Analytics, Digital Strategy and Planning, Customer UX, Web-Site Design, the Role of Design, Content Creation and Marketing, New Media Platforms, PPC, Ad-Words, Email Marketing, Social Media Marketing, Mobile Marketing, E-Commerce, Content Marketing and Management,  and Mobile Marketing and Commerce, and the development and importance of payment systems in Digital Marketing. . 

o Understand the importance and relevance of mobile marketing as a digital marketing platform and how it assimilates with traditional marketing.

o Demonstrate and apply an understanding of factors in developing a successful digital marketing strategy.

o Be able to compare and contrast, analyze and comment on the value of various digital marketing platforms and business models.

o Be able to demonstrably measure, assess and analyze the effectiveness of current digital marketing campaigns.o Demonstrate and understand the various aspects of digital marketing analytics, how measured and paid for, i.e. marketing metrics.

o Demonstrably show their understanding that marketing is about team-work, proper communication and cooperation by actively participating in class discussions, group projects, and by punctually attending classes. Preparation is critical. 

o Understand and demonstrate knowledge if new aspects of marketing including Augmented Reality and Virtual Reality.o Demonstrate clear knowledge and understanding of various “payment” systems and how this will impact digital marketing going forward.