Marketing and Advertising

Module Goals

After completing this module, students will be able to do the following:

• Identify and describe the basic digital commerce marketing and advertising strategies and tools.
• Characterize the main technologies that support online marketing
• Examine the difference between traditional online marketing and the new social-mobile-local marketing platforms and the relationships between social, mobile, and local marketing.
• Describe the social marketing process and the marketing capabilities of social marketing platforms such as Facebook, Twitter, and Pinterest.
• Identify the key elements of a mobile marketing campaign.
• Critique the capabilities of location-based local marketing.