Upon completion of this course, students will be able to distinguish between different applications of digital marketing from the many digital channels that are available, and to evaluate the impact and opportunities of online communications including new developments such as Web 2.0 and social media.
This course will provide fundamental concepts of how emerging digital platforms will impact strategy and planning in the future. Students will learn how to evolve a robust end-to-end digital strategy by using various frameworks and understand the inter-play between media planning and discipline planning.
Pre-requisite(s): Marketing Management
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