This course evaluates how digital technologies have fundamentally transformed marketing.
Aspects covered in the course include, the shift from one-way to two-way communication, online marketing techniques, viral campaigns, social media invasion, search engine optimization, and how web analytics are used to manage consumer interactions. Students learn the fundamentals of how to build a successful digital marketing campaign and the tools needed to assess whether their campaign succeeded or not. Final projects consist of students coming up with a viable digital marketing strategy for a product of their choice by covering the essential methods of content exposure, global analytics, and implementation.
“LineUp” marketing concept by James Roebuck. “Uber” for waiting in lines. Hire someone to wait for you from the App.
Semesters and Institutions Taught:
Lehman College – Journalism, Communication, Theatre, FALL 2014
Lehman College – Journalism, Communication, Theatre, SPRING 2015
Lehman College – Journalism, Communication, Theatre, FALL 2015
Lehman College – Journalism, Communication, Theatre, SPRING 2017