The power of online marketing is its ability to reach a large audience and inspire change. In this course, students explore practical strategies and technologies used in the field, including social media and mobile marketing. They assume the role of a marketing professional and apply these strategies and technologies to address challenges faced by a fictional organization. Students have the opportunity to earn the Online Marketing Certified Associate micro-credential upon successful completion of the course.

Successful business strategies and policies depend on effective marketing management processes and knowledgeable leaders. Through this course, students have the opportunity gain the creative decision-making skills required to develop and implement strategic marketing programs. Students learn about fundamental concepts and elements of marketing, including marketing mix, channels of distribution, and industrial and international marketing. They evaluate current events and contemporary business case studies to develop a real-world understanding of the development, organization, implementation, and control of the marketing plan.

In this course, students examine foundational concepts in global marketing. Examples and cases cover both developed and developing markets. Topics include culture and marketing, global and local competitors, cross-cultural consumer behavior and research, and intercultural marketing communications.

Marketing a service requires a different approach than marketing a traditional product. Services and products each serve different emotional, physical, and intellectual needs, so marketers must learn to present them strategically to consumers. In this course, students evaluate how service marketing differs from product marketing. They explore concepts such as the service marketing mix, total quality management, customer perceptions of services, and the pricing of services. They assess and discuss the role of pricing, the importance of adopting strategies, and the role of service environments. For a practical understanding of the service industry and marketing, students develop a comprehensive plan in the context of real-world service challenges.

Digital storytelling drives the Internet and communication. Writers tell stories on every blog, website, and social media post in the ever-expanding online, mobile environment. User-generated content, citizen journalists, vloggers, and influencers increasingly drive views and capture audiences. Students study the hallmarks of effective digital writing, including clear, concise language and ease of reading across multiple platforms and programs. Digital writing strategies and techniques are key, modern workplace skills, and this course provides engaging, real-world opportunities for students to develop their soft skill set.

Students in this course examine major concepts and theories of influence and persuasion. Understanding the psychology of influence and persuasion, and recognizing how we use it in daily interactions—or how we experience it used by others—is a vital component of making positive decisions about relationships and careers, as well as everyday challenges and opportunities in our lives. Students will apply specific theories to common situations to analyze and evaluate the impact of influence and persuasion on their own and others' attitudes, beliefs, and behavior. Particular areas of study include influence and persuasion in daily communication, cultural considerations, media and consumer behavior, and politics and leader influence. Throughout the course, students also apply self-reflection strategies to case studies and their personal experiences and also assess the ethical aspects of influence and persuasion.