Digital Marketing: Foundations and Framework for Success

Marketing has become digital marketing; with digital now accounting for 75 percent of all advertising spend, it is the primary source of profit at companies like Amazon. Additionally, agentic artificial intelligence (AI) is rapidly changing the way we execute campaigns. This course teaches students the foundation elements of digital marketing and advertising; from media mix and channels to techniques, economics, and measurement. We take a close look each week at how AI is transforming the role of a marketer. We review key performance metrics for digital marketing channels including paid search, organic search, email, social, and display. We review techniques and tools for optimizing digital marketing spend across various channels and products.