Business, Liberal Arts & Social Sciences

Course Overview


MKT 336 Digital Marketing


CEA Partner Institution: Anglo-American University
Location: Prague, Czech Republic
Primary Subject Area: Marketing
Instruction in: English
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 42
Prerequisites: MKT 248


This course will cover major aspects of digital marketing today including SEO, Analytics, Digital Strategy and Planning, Customer UX, Web-Site Design, the Role of Design, Content Creation and Marketing, New Media Platforms, PPC, Ad-Words, Email Marketing, Social Media Marketing, Mobile Marketing, E-Commerce, Content Marketing and Management, and Mobile Marketing and Commerce, and the development and importance of payment systems in Digital Marketing. How these aspects of digital Marketing can work synergistically will also be examined.

A significant portion of the course will be spent on the use of Web 2.0/3.0 and sites such as Facebook, YouTube, Twitter, Pinterest, Instagram, and others. We will attempt to balance old and new perspectives through case studies and real-life marketing applications. Part of the course will cover the beginnings of Digital Marketing, how and why it has developed over the years, current trends, and where we may be going including the roles of Virtual Reality and Augmented Reality.

For the course students will create, promote and track their own websites and a key part of course will be student team projects of developing multi-media and written content for AAU and the AAU web site in conjunction with the Marketing Department. The above topics will be covered from both a theoretical and practical ?real-life? viewpoint with the emphasis on the practical.

Students will choose and complete Google training modules and other Digital Marketing Certifications throughout the course.
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