MKT 340 - Integrated Marketing

3 Credit(s)

This course is to show how to develop a strategy that makes the Internet and digital technology increasingly the focal point of marketing effort. The strategy is based on customer acquisition, lead conversion, customer retention, and growing customer value. Search is where most consumers start the purchasing process on the web and search engine marketing that incorporates both optimization for natural search and pay per click is essential. Email remains a key part of the marketing programs of B2C, B2B, as well as nonprofit marketers, even as consumers continue to migrate to mobile communications and text messaging. Display advertising, for branding and for direct response, is undergoing a renaissance as new formats become available to better engage the viewer.
Prerequisite(s): MKT 331.