Course Detail

Digital Marketing Lab (37703)

Course Description by Faculty

  • Mohan, Lil
  • Content
    Companies today expect their marketing professionals to understand what it takes to design, execute and manage digital marketing strategies and campaigns.  Marketing professionals, in both B2B and B2C environments, are now expected to know how to select, deploy and use a variety of marketing software platforms & services. As of last count, there are over 9,900 MarTech applications in about 50 categories including advertising (AdTech), content marketing, marketing automation, sales automation, websites, social media, sales intelligence, and analytics.  The best way to gain such expertise is for these professionals to actually build and execute specific digital marketing programs/strategies using various MarTech platforms in a lab environment.

    This lab course, DML, takes students through the process of designing and executing specific digital marketing program components, hands-on. They will work with several marketing platforms and tools including those for creating and managing digital presence, content and SEO, paid search and social media advertising, marketing sales funnel management, and analytics.

    By the end of the course, students will learn how to utilize key MarTech platforms and tools to build out digital marketing programs, and by so doing, they will develop a deep understanding of what it really takes to design and execute digital marketing strategies and campaigns on their own.

    Registering for this course is by application only. As this is a lab course where students will be executing real-life projects with real companies, there will be some restrictions on the availability of companies and projects. We will host a Webinar on Aug 05 at 12:00 Noon, Central Time.  In this webinar we will provide details about this Lab,  the various class assignments & projects that the students will execute, and the application process.  The application form for this course will be made available here. Details regarding the webinar will be made available to students a week in advance via email.  Once accepted into the course, students will have 24 hours to decide before they will be registered. Once registered, students may not drop the course.
  • Prerequisites
    There are no prerequisites for this course. However, having a basic background in marketing (BUSN 37000) is a definite plus. This course is by application only: strict.
    Restrictions
    • Application-based course

  • Materials
    In the lab, we will work hands-on with a set of key MarTech platforms and tools. We will complement this with background reading materials that include papers on strategy and techniques, blogs, posts, articles, specific platform user-manuals, and other ‘how-to’ documents. In each session, we will spend time on concepts, tools and techniques, as well as working hands-on designing, building, measuring, optimizing, and evaluating various types of digital content and campaigns.
  • Grades
    Evaluation is based on a set of individual assignments, tool certifications, and group Lab Projects (80%), as well as on individual in-class contributions (20%). There is no final exam. Each group will present its final Lab Project in class. Cannot be taken pass/fail. Provisional grades will be given subject to timely completion of the assignments and projects.
    Grades
    • Mandatory attendance week 1

    Restrictions
    • No auditors

    • No pass/fail grades

  • Syllabus
  • Autumn 2022Section: 37703-85S 1:30PM-4:30PMGleacher Center204In-Person Only
Description and/or course criteria last updated: August 5 2022