This course provides an introduction to the marketing landscape, covering both direct and internet marketing. It explores the expanding global reach and how to integrate components into an Integrated Marketing Communications (IMC) strategy. Students learn how to implement marketing strategies geared towards customer acquisition, lead conversion, retention, and increasing customer value. Additionally, one will learn about the metrics used to measure these outcomes. The course also delves into optimization techniques for natural search, pay-per-click (PPC) advertising, email marketing, display advertising for both branding and direct response, and social networks.
