Dec 02, 2022  
2021-2022 Lane Community College Catalog 
2021-2022 Lane Community College Catalog [ARCHIVED CATALOG]

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BT 253 - Digital Marketing

4 Credit(s)

This course will demonstrate how the web enables market research on prospects' needs and wants. It will identify which tools can be used to collect data about customers and illustrate how digital marketing resources bring into focus the profiles and behaviors of market segments. The course will focus on digital marketing tools and how to evaluate their effectiveness.

Learning Outcomes

Upon successful completion of this course, the student should be able to:
1. Apply situational analysis to marketing planning and implementation.
2. Design marketing plans that include digital communications, customer relationship management, and customer feedback.
3. Map the roles and responsibilities of internal participants in internet marketing efforts.
4. Facilitate online marketing strategies and identify viable tools and resources.
5. Identify, monitor, and analyze demographic and consumer behavior data.
6. Design marketing mixes that include digital media.
7. Optimize marketing communications for various digital platforms including social media platforms.
8. Evaluate and promote sustainable, ethical marketing practices.
9. Continuously improve marketing's contribution by understanding consumer behavior and search engine logarithms.

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