FALL 2013

Course Descriptions for 5000-Level Business Graduate Classes

• MKT 5000.0 Digital Marketing - "Engaging the Empowered Consumer"
  
  

  While the world of “digital” is constantly changing, professional marketers are constantly trying to grasp how to strategically utilize digital tools to foster consumer community, limit crisis, and ultimately solidify brands in the consumer-empowered paradigm. This course will examine the shift of power from the board room to the living room through media such as blogs, Facebook, Twitter, Pinterest, and others with the goal of evaluating platforms against the organization’s marketing goals and objectives. In addition, the course material will explore the overall connection of other digital platforms such as mobile, search engine and email. This course will provide not only a theoretical basis for evaluating engagement activities but also a practical experience of the tools used by professional marketers today.