3.00 Credits
Digital marketers tell brand stories and create online experiences that convert website visitors into loyal customers. In this course, students will develop foundational skills that open the door to lucrative digital marketing careers. With a focus on applied skills in the world’s most powerful advertising platforms (including Google, Facebook and Instagram), students will learn how to attract new customers, tailor marketing efforts to the right audience, and evaluate and optimize campaign results. These skills will be demonstrated through hands-on projects, as students build their own ecommerce website using the Shopify platform, apply SEO and CRO best practices, utilize brand books to create on-brand copy/visuals, design a comprehensive digital growth marketing strategy and apply it in industry tools. Students will also learn cultural and geographical best practices related to ecommerce and digital marketing, and will understand the concepts and theories that drive the daily decisions relevant to growth marketing and building a global ecommerce business. Permit required.