NBAY 5800

NBAY 5800

Course information provided by the Courses of Study 2021-2022.

The objective of this course is to provide a framework for understanding digital marketing planning within the context of a total integrated marketing plan, with an opportunity to apply the learning in both this course's individual assignment and the team project course. The goal is to help students better understand the capabilities of the different digital marketing platforms to move the target along the customer journey and achieve the key business objectives brands measure: awareness, trial, repeat purchase (frequency & amount per occasion), advocacy, net promoter score, ROI or ROAS, conversions, sales, profits and market share. The course incorporates the latest thinking and practices in digital marketing plan development, taking big data into account.

When Offered Spring.

Permission Note Enrollment limited to: Johnson Ithaca and JCT students.

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Syllabi: none
  •   Seven Week - First. 

  • 6 Credits GradeNoAud

  • 12597 NBAY 5800   LEC 001

  • Instruction Mode: In Person
    Taught at Cornell Tech Campus - NYC Open to MBA Digital Marketing Intensive Students ONLY This course can be added or dropped by permission only.