Strategic Digital Marketing & Integrated Campaign Planning

Course Description

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.

Learning Outcomes

At the conclusion of the course, you should be able to

• Explain the core concepts of multi-channel and digital marketing strategies and tactics
• Employ digital best practices to drive desired marketing results in their media mix
• Use current digital marketing tools for research, planning and execution of digital initiatives
• Build a digital marketing plan

Topics Include

• SEO, SEM and social media marketing
• Display, mobile and video advertising
• Digital marketing tools and platforms
• Audience analysis and media planning
• Analytics, reporting, and campaign performance optimization

Prerequisites/Skills Needed

MKTG.X400 - Customer-Driven Marketing: Principles and Practice

*This course may be applied to a certificate only if you are currently declared in a program.

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.