MKTG 4040 - Digital and Social Media Advertising

Description
This course explores the rapidly evolving world of digital advertising, equipping students with the knowledge and skills to design and measure effective digital ad campaigns. Using various simulation tools, learners will develop advertising objectives and targeting strategies supporting a low budget campaign for a real small business. They will then design ads for these campaigns, complying with advertising platforms including Google Ads, Meta (Facebook/Instagram), YouTube, LinkedIn, and others. Topics include the fundamentals of traffic-driving (PPC), and awareness-building (CPM) strategies. Search, social, display, and mobile advertising will be covered from both the transactional and creative perspectives. Students will develop ad creatives, write compelling copy, build audience personas, and strategically allocate budgets. Attention will also be given to metrics and analytics, allowing students to evaluate campaign success through measurements such as CTR, CPC, ROAS, and conversion rates.

3 Credits

Time Guidelines
The standard instructional time for this course is 45 hours.

Prerequisites

One of:
- MKTG 1060
- MKTG 260

Equivalents
MKTG 261