Digital and Social Media Marketing
MB-421 Digital and Social Media Marketing builds closely on the curriculum established in MB-325 Principles of Marketing. Students enrolled in this course should be able to define and apply integrated marketing communication (IMC) concepts and the five elements of the promotional mix—advertising, public relations, sales promotion, personal selling, and direct marketing.
Individually, students create an actionable, three-year digital and social media marketing plan focused on an entity of their choice using a project management tool with Gantt chart. Year one is detailed on a weekly basis, years two and three serve largely as placeholders on a monthly and quarterly basis respectively.
Students are expected to work consistently and autonomously. At the end of the semester, students meet privately with the course instructor to assess the status, completeness, and quality of their action plan, and are provided counsel for further development and execution.