Social Media and Online Marketing

MKTG7250 - MBA

MKTG4250 - Undergraduate

Course Description

In this course, students will learn tools and frameworks to understand how companies can implement effective online and social media marketing campaigns. Using a mix of theoretical and practical exercises, students will learn to think about online tools from a marketing perspective. Following completion of this course, students should be able to 1) understand the different tools available for social media and online marketing, 2) help a company listen to and engage customers through online and social media, 3) use tools to measure and evaluate the effectiveness of online and social media campaigns, and 4) develop a comprehensive online and social media strategy.

Course Description

This course examines the many decisions that go into collecting, analyzing, interpreting, and presenting data. Through a mix of theoretical and practical exercises, students will learn to recognize some of the most common pitfalls that can lead to the misunderstanding and misrepresentation of data analysis. Examples will be drawn from both business and non-business settings to develop a deep understanding of the practical challenges of real-world data analysis as well as of the broader implications of this process for business, policy, and society