National University 3.0 credits
Prerequisite: MKT 460; MKT 462; MKT 470; MKT 430; MKT 434; MKT 450; MKT 452 This capstone course provides the student with a clear understanding of the digital marketing arena. As global Business is constantly confronted with the need to participate and manage in a real-time digital environment, there is a need to take advantage of digital technologies as a tool that could be argued as a necessity for competitive survival and advantage. Students will learn about the importance of online marketing in multiple settings such as the web, and mobile as the underpinnings of the social media-driven digital delivery ecosystem. The student will investigate the impact of the platform culture and how this global landscape creates new and exciting target markets in this rapidly evolving digital economy.
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