XMKT-718 Applied Digital Marketing Capstone

School of Continuing Studies

School of Continuing Studies

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Read more about Information Technology

Information technology is at the heart of any process connected to utilizing computers and communication systems. It is a quite broad term that is use...

Read more about Marketing

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In order to keep the company that you are managing or your own business competitive, you need to have a clear plan of action, in other words, you must...

About the course

Advanced Digital Marketing Capstone is a cumulative course for students in the Certificate in Digital Marketing program. This course challenges students to apply their knowledge, skills, and abilities from the previous courses to a comprehensive case study for a real business. Students will work in small groups to develop and present a digital marketing strategy based on client goals, research, strategic analysis, and constraints. To develop a comprehensive strategy students will:

  • Conduct a current-state and gap analysis to identify the client’s digital marketing strengths and weaknesses;
  • Design a digital marketing measurement framework; and
  • Design a Customer Relationship Management and Information-Based Marketing strategy.

Faculty, peers, and a representative from the business will provide feedback and assess the effectiveness of the strategic plan and lessons learned.

Course Objectives

Upon completion of this course, successful students will be able to:

  • Use lessons from previous digital marketing courses with a holistic and rounded perspective
  • Analyze a client’s digital marketing strengths, weakness, opportunities, and threats to create digital marketing strategy for a client
  • Develop a digital marketing measurement framework to create a digital marketing strategy for a client
  • Design a Customer Relationship Management and Information-Based Marketing strategy to create a digital marketing strategy for a client
  • Create a comprehensive digital marketing strategy and present an executive summary to a client

Experts

Bret Peters

Bret Peters leads marketing for ADF Solutions, a cyber and digital forensics software company with “A Passion for Results”. At ADF Bret manages global marketing and partner relationships with a focus on delivering engaging content and delightful experiences to drive growth. Professor Peters tea...

XMKT-718 Applied Digital Marketing Capstone at School of Continuing Studies

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

Read more about Strategy

Strategy courses contain a large amount of practice. You will be able to analyze the company's performance and make a strategic development plan. All practices are based on real cases that each of you may encounter. The courses will also introduce yo...

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