University of Michigan - Dearborn
Digital marketing training
is now offered at the University of Michigan - Dearborn in the College
of Business. Students have the opportunity to pursue a Bachelor of
Business Administration degree with a focus in Digital Marketing. The new Digital Marketing major is the second such program in the United States, and
it is the only one of its kind in the Midwest.
The courses train students through theory in conjunction with the application of digital marketing techniques.
Courses Offered:
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MKT 352 Marketing Principles and Policies is an introductory course in the marketing activities associated with the free market system. The various components and functions of the marketing activities - which include product development, pricing, promotion, distribution, consumer behavior and target market analysis - are discussed in an integrated framework to provide insight into the role and scope of marketing in the business environment. This course is the starting point for a degree in Marketing or Digital Marketing; it provides core knowledge needed by all marketing majors!
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MKT 363 Digital Consumer Search and Marketing involves a thorough examination of search marketing and behavioral-based marketing. This course covers topics in search engine optimization (SEO), keyword research, pay-per-click advertising, and digital media buying. Not sure if Digital Marketing is right for you? This course provides a hands-on experience in digital
marketing, and a glimpse of what a career in this field might be like.
- MKT 454 Marketing Research introduces marketing research concepts and the techniques for collecting, analyzing, and interpreting data for marketing decisions. Some of the topics included are problem definition, research design, questionnaire construction, sampling, attitude scaling, statistical analysis, presentation and evaluation of research findings.
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MKT 455 E-tailing and Retailing introduces major issues of 21st century retailing strategy and management, this includes E-tailing. This course will enhance readiness and advancement in retail, brand management, and marketing careers by covering topics such as the complexities and nuances of shopper behavior, shopper demographics, and how shopper decisions are influenced by store design, store environment, store atmosphere and merchandising, in brick-and-mortar and Internet stores.
- MKT 458 Communications Strategy and New Media covers the principles of integrated brand advertising and promotion and digital strategies. Some of the topics include determination of promotion objectives, strategy formulation, creating effective advertising programs, media planning, roles of client and agency, establishing the advertising budget, advertising research and the social and legal aspects of integrated brand promotion.
- MKT 463 Digital Analytics and Content is dedicated exclusively to digital marketing issues. Topics include: using digital analytics platforms to (a) understand the flow of traffic to your website and other digital assets, and (b) conversion design, i.e. creating websites and other digital assets that both attract visitors and effectively monetize those visits and working with web programmers, i.e. this topic provides students with basic vocabulary and concepts needed to work effectively with technical experts.