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This course examines digital marketing strategies and the role of online and mobile advertising platforms. Students will explore how emerging technologies are used to facilitate B2B and B2C transactions. A number of domains will be covered (search, display, programmatic trading, mobile, social, etc.) to give students a comprehensive understanding of both existing marketing strategies and emerging trends. This class will emphasize the strengths and weaknesses of various approaches to digital marketing while helping students develop a greater understanding of the different elements of marketing campaigns from formulation and implementation to integration and assessment. [24L]