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Online Course

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Professor: David Green

Course description:

Marketing communications has been changed irrevocably by the advent of the World Wide Web. The Internet has placed the customer in control and at the center of all marketing experience. Mobile allows us to communicate and conduct business anytime and anywhere. Social media has brought the power of word of mouth and user generated content to an exploding mix of platforms and applications. This course examines the full range of digital marketing platforms and activities, defining best practices, exploring channels are appropriate for products and services and examining the potential for continued disruption and change. The course will cover the history of the Web and Web marketing, the digital customer journey, online marketing, display advertising, SEO and Paid Search advertising, Social Media including blogs, microblogs and social networks, Mobile and linkages between the online and offline worlds. You will also explore how to create marketing products and experiences and the concept of Lean Marketing as well as the growth of technology how it will lead to new opportunities and challenges.

Course schedule:

Alumni will be given access to the asynchronous content of the course, it is fully online and self-paced for alumni to finish the course.

Alumni will be provided with the login details to the online components close to the start date.
The course will be released on June 5, 2017.

*Terms and Conditions

By signing up for this elective and paying the administration fee you hereby agree to the full terms and conditions of participating in the 2017 Lifelong Learning program. To read the full terms and conditions please click here.

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