ENMGT 5500

Digital Marketing for Engineering Managers

Course Description

Course information provided by the Courses of Study 2024-2025.

This course gives engineering management students a broad understanding of the digital marketing landscape combined with specific technical and analytical skills used in advertising and marketing roles such as product managers, product marketers, account executives, marketing managers, marketing engineers and marketing scientists. This will include hands-on work with search engine marketing/optimization, social media and video marketing, creative testing and measurement. Students will apply analytical applications to learn core technical marketing concepts and methods. Students will also work with various mainstream analytics platforms and perform data manipulation and analysis in Python.

When Offered Spring.

• Build end-to-end multi-channel digital marketing strategies from high level planning down to specific implementation.
• Build search, social media and video advertising campaigns.
• Analyze and optimize performance within and across advertising channels.
• Develop search engine, web analytics and conversion funnel optimizations.
• Apply data analytics methods to understand and forecast digital marketing performance.

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