Course details
Digital Marketing Strategy
MARK 60119A
This course aims to develop the strategic vision needed to implement a variety of technological tools and platforms, which can be mobilized for digital marketing. Students will build on acquired theoretical components from previous introductory marketing courses at the undergraduate level and apply this knowledge to real-world situations.
Themes covered
The evolution of digital marketing and its strategic rationale
Search engine algorithms and their evolution
Social media algorithms and their impact on content marketing
The injection of primary data into programmatic advertising campaigns such as audiences and targeting signals
The unique value proposition of technological tools that can be mobilized for digital marketing
Automation vs. ethical personalization of relationship-based digital marketing
Increasing conversion and the sales funnel in the customer journey
Important notes
Course in French : MARK 60119
Course code
MARK 60119A
Subject
Marketing
Program
Maîtrise en gestion (M. Sc.)
Instruction mode
On-site learning
Credits
3