By the end of this course, the student should be able to:

• Describe how and why to use digital marketing for multiple goals within a larger marketing and/or media strategy
  
• Differentiate the major digital marketing channels - online advertising: Digital display, video, mobile, search engine, and social media
  
• Develop, evaluate, and execute a comprehensive digital marketing strategy and plan
  
• Implement a tool measure digital marketing efforts and calculate ROI
  
•  Explore the latest digital ad technologies