CCT354H5

Digital Marketing II

This course examines digital marketing strategies and the role of online and mobile advertising platforms. Students will explore how emerging technologies are used to facilitate B2B and B2C transactions. A number of domains will be covered (search, display, programmatic trading, mobile, social, etc.) to give students a comprehensive understanding of both existing marketing strategies and emerging trends. This class will emphasize the strengths and weaknesses of various approaches to digital marketing while helping students develop a greater understanding of the different elements of marketing campaigns from formulation and implementation to integration and assessment.