Digital Marketing: Foundations and Framework for Success

Marketing has become digital marketing, with digital ads (as a function of all advertising spending) growing at roughly 15-20 percent annually, and recently having taken over traditional advertising (broadcast television and radio) when measured by ad spend. This course teaches students the foundation elements of digital marketing and advertising—from media mix and channels to techniques, economics, and measurement. We review key performance metrics for digital marketing channels including paid search, organic search, e-mail, social, and display. We review techniques and tools for optimizing digital marketing spend across various channels and products.