Pennsylvania State University 3 credits COMM
This project-oriented course provides students with the knowledge and skills necessary to conduct sponsored advertising-based marketing campaigns. This course offers students an opportunity to gain knowledge and hands-on experience on sponsored search and email advertising. Strategies for developing successful digital advertising campaigns will be discussed, including qualifying and researching clients, account and campaign structure, identifying and organizing keywords, bidding strategies and budgeting, and targeting approaches (including geo, time-based, audience, content and domain targeting), and conversion tagging, tracking and attribution. Students will earn certifications for Google Search and Display, and gain experience with the Google Ads platform, including use of the keyword planning tool, setting up campaigns, ad groups and keywords, writing text and display ad copy, and applying proper settings at the account, campaign, ad group and ad levels. Finally, students will learn important principles for landing page design and become proficient building professional landing pages. Students cannot earn credit for both COMM 450A and MKTG 473.
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