MKT 121 - Digital Marketing

1. Describe characteristics of the Digital Marketing process that distinguish it from other marketing formats
   1. Explain the purpose of digital/interactive marketing communication.
   2. Identify how digital tools are used for research, promotion and service
2. Evaluate the uses of common media tools in a digital marketing campaign
   1. Analyze various forms of Internet advertising
   2. Compare Web-based ads to mobile ads.
   3. Evaluate how digital marketing differs from traditional formats.
   4. Identify how companies use social media to facilitate marketing and service.
3. Create accounts with primary social media tool used by businesses
   1. Identify the most popular tools at the present time.
   2. Compare reach and demographic profiles of social media applications.
   3. Clarify the difference between social media marketing and social media service.
4. Analyze the research component of the digital marketing process.
   1. Define Customer Relationship Management and its business uses.
   2. Compare various software programs and digital analytics tools.
   3. Interpret marketing data to develop a strategy for digital promotion.
5. Critique elements of search marketing.
   1. Define search engine optimization and pay-per-click advertising.
   2. Compare organic and paid search results.
   3. Recognize methods of digital tracking and prospect targeting.
   4. Identify common third-party online advertising platforms.
6. Explain the reasons for digitally-driven methods of managing customer relationships.
   1. Understand the economic ramifications of retaining core customers.
   2. Explain the role of software, blogs and Web accounts in managing relationships.
   3. Recognize the connection between analytics and promotion.
7. Evaluate the importance and usefulness of content marketing.
   1. Examine the various formats of content marketing.
   2. Demonstrate ability to develop blog.
   3. Delineate article marketing and search engine optimization content. 
8. Appraise the ethical and privacy issues effecting digital marketing and communications.
   1. Recognize facets of Internet privacy and their role in digital marketing.
   2. Review privacy statements and disclaimers used by online publishers and advertising platforms.