4 courses with the subject MK, each shown exactly as we captured it from the college's catalog, with every element we hold. Where the wording looks broken, that is our reading of the catalog, not the college's text.
MK 640The Future of Digital Marketing (3 cr.)
In this course, students study the history of digital marketing and its impact on current marketing practices.. Students examine concepts related to audience identification, the four Ps of marketing, and digital tools and techniques used by marketers across all industries. Students gain strategic decision making skills to integrate traditional, cutting edge, and experimental marketing techniques that support organizational goals.
In this course, students examine the most important elements of creating, implementing, and maintaining a social media policy. Students review Federal Trade Commission guidelines, intellectual property protection, confidentiality and privacy laws, copyright and trademark laws, Children’s Online Privacy Protection Act (COPPA), and General Data Protection Regulation (GDPR). The course explores Creative Commons, cybersecurity best practices, platform specifications, and crisis response planning. Students learn how to identify areas that need additional research, advise organizational leaders on policy considerations, and monitor industry changes.
MK 650Building and Managing a Resilient Brand (3 cr.)
In this course, students develop an understanding of the key components of a resilient brand. Students learn best practices for content, email, and social media marketing to drive audience engagement, brand awareness, and product/service interest. Developing personas, corresponding content creation and curation, and effectively managing the content calendar are examined. Additionally, students consider how to integrate website optimization and other digital marketing strategies into an existing marketing plan.
MK 655Digital Marketing Experimentation, Research and Analytics (3 cr.)
In this course, students study marketing practices related to Search Engine Optimization, paid search, pay-per-click (PPC) marketing, Google Ads, Google Analytics, and display and video advertising. Through experimentation, social listening and data analysis students develop informed recommendations and best practices for an organization’s marketing plan. Students understand the importance of optimizing digital marketing content to drive traffic and ultimately increase return on investment (ROI).
