Marketing has arguably changed more than any other industry in the past 20 years. Many companies now utilize social media marketing strategies without paying anything. But paid marketing — when done right — is still the best way to effectively promote your business. In this class, you’ll get an overview of the current paid digital advertising space and learn strategies and tactics to make paid marketing viable for your business. You’ll do a channel-by-channel breakdown of each strategy, outline each platform’s advantages and disadvantages, go over what tools/resources are available for marketers online, and leave with a digital campaign creation framework and guide to selecting the best channel for your marketing goals.
Students should have a willingness to learn and ask questions.