About the Course
Create effective consumer-targeted digital advertising campaigns across the everchanging digital media landscape. Explore how to plan, create, track, and optimize all types of digital advertising campaigns, with a focus on developing campaigns that leverage the unique strengths of each digital media type, including emerging platforms. Topics include online/display, social media, search engine marketing, user-generated content (UGC), viral, and landing page optimization. Learn trends and practices associated with media planning and buying across the various media platforms, as well as advertising creative best practices. Explore leveraging AI as an assistant.
- In this class, students will leverage fundamental tools, strategic planning, and an essential entrepreneurial "always-on" mindset to holistically assess, develop, and deploy digital and social media advertising campaigns designed to engage target audiences and drive conversion.
- Students will dive into the foundation of advertising in the digital age and: Learn about and create a customer journey (customer and brand perspective) • Evaluate the key drivers of a productive and efficient customer journey (who, what, when, where, how).
- Analyze sample case studies and assess strengths, weaknesses, opportunities, threats Learn how digital products are technically designed to enable marketing and advertising to influence consumer behavior.
- Explore how to utilize AI in the content creation process.