Formerly "Applied Digital Media Planning and Platforms."
Successful digital marketing requires both strategic planning and hands-on execution across multiple platforms. This course teaches students how to design, run, and measure integrated campaigns that connect with audiences and drive results. Students gain experience with key digital channels, including search (SEO/SEM), social media marketing, display advertising, mobile, video, and email (CRM). Through hands-on exercises, quizzes, and case studies, students learn to analyze audiences, create media plans, develop creative strategies, and assess campaign performance using analytics and reporting tools.
The course emphasizes how to integrate multiple channels into a cohesive strategy, optimizing performance, and utilizing data-driven insights for growth.
Topics Include
Prerequisites/
MKTG.X400 - Customer-Driven Marketing: Principles and Practice
Additional Information
AI* - This course utilizes AI as an integrated topic throughout the curriculum, as emerging AI features and tools within native paid media platforms continue to evolve and influence campaign planning, creative, and media buying strategies.
| Date | Start Time | End Time | Meeting Type | Location |
|---|---|---|---|---|
| Sat, 02-21-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 02-28-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 03-07-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
| Sat, 03-14-2026 | 9:00am | 3:00pm | Flexible | SANTA CLARA / REMOTE |
This class meets simultaneously in a classroom and remotely via Zoom. Students are expected to attend and participate in the course, either in-person or remotely, during the days and times that are specified on the course schedule. Students attending remotely are also strongly encouraged to have their cameras on to get the most out of the remote learning experience. Students attending the class in-person are expected to bring a laptop to each class meeting.
To see all meeting dates, click "Full Schedule" below.
You will be granted access in Canvas to your course site and course materials approximately 24 hours prior to the published start date of the course.
Students attending the class in-person are expected to bring a laptop / tablet to each class meeting.
