The following directory lists the graduate courses which the University expects to offer, although the University in no way guarantees that all such courses will be offered in any given academic year, and reserves the right to alter the list if conditions warrant. Click on the links below for a list of courses in that subject area. You may then click “View Classes” to see scheduled classes for individual courses.
5670. Marketing with Search Engines and Social Media Platforms
3.00 credits
Prerequisites: MKTG 5115, or MKTG 5181 AND MKTG 5182; others with consent.
Grading Basis: Graded
This course provides conceptual and analytical tools for the creation, implementation, evaluation, and management of marketing campaigns on search engines and social media platforms. Students develop skills in Search Engine Optimization, bidding in online advertising auctions, creating ad campaigns under budget constraints, targeting social media users, identifying influencers, and managing user-generated content. Students gain experience estimating digital advertising ROI and conducting sentiment analysis of textual data from online content platforms.
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