Digital Communications

Provides an introduction to digital communications covering key digital platforms such as websites, search engines, social media, email, and mobile applications. Using research spanning the digital communications industry, students create a marketing plan focused on the digital landscape. Students will learn to understand how digital marketing influences consumer behavior and the importance for businesses of optimizing their approaches to utilizing the internet.

Students create a functional website with a blog and e-commerce modules. The course covers basic website design, e-commerce management, and blogging techniques. Students will examine the multidimensional functions of websites and the importance of optimizing websites for ROI.

Students create and implement a social media marketing plan. Topics addressed include determining and matching social media tactics with the appropriate marketing target, and developing a strategic approach to engage each market segment using several social media channels.

Introduces a strategic approach to search engine marketing, keyword research, algorithms, competitive analysis, link building, local and geo search, and SEO tools. Through online platforms, applications, and tracking methods, students develop the vocabulary of industry professionals. Students will learn to understand how search engines influence consumer behavior and the importance for businesses of optimizing their strategic approach.

Provides an introduction to email and mobile marketing. Topics include email communication, creating an email, automation, spam, metrics, mobile sites, loyalty programs, mobile search, and analyzing the user journey. Students learn how email and mobile marketing influences consumer behavior and the importance of optimizing the business approach.

Provides an introduction to theory and strategy in data and analytics. Students examine the foundations to optimize their online approach. Students will obtain certifications in Google Analytics, Google Adwords, and Hubspot; these professional certifications can be utilized throughout their profession to solve real-world challenges.