The internet and digital media play a very significant role in today’s business world. Focuses on the role of marketing in a digital world. Digital marketing has become an integral part of marketing strategies for creating value, acquiring, and retaining customers. The course addresses marketing research and consumer behavior online, segmentation, targeting and positioning, the digital marketing mix, owned media, earned media, and paid media. Effective use of different digital vehicles like websites, email, blogs, mobile, and different social media platforms (e.g. Twitter, Facebook, Instagram, YouTube, LinkedIn etc.) will be addressed.

Pre-requisites: MKT250 Or MKT301