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School of Continuing Studies

XMKT-718 Applied Digital Marketing Capstone

Nov 15—Dec 7, 2019
2 daysModules info
Washington, District of Columbia, United States
USD 1055
USD 527 per day

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Description

Course Details

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 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...

Next dates

Nov 15—Dec 7, 2019
2 daysModules info
Washington, District of Columbia, United States
USD 1055
USD 527 per day

How it works

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