Course Catalog

Golden Gate University offers degree and certificate programs at three teaching centers and online.

MKT 352
Digital Marketing and E-Commerce

Examines timely concerns at the intersection of marketing and technology. The nature of digital marketing and e-commerce is constantly evolving, and key issues change rapidly. The course emphasizes marketing but gives due attention to enabling technology and selected new media. Students will learn how internet marketing works, how e-commerce business models interact and how to integrate online and offline marketing. Topics include basic internet technology for marketers, buyer behavior online, online privacy and security issues, online branding, website design and customer interfaces, public policy for digital interaction, web analytics, online payments, electronic marketing techniques such as banner advertising, outbound email and paid search advertising. Students will also analyze how integrated multi-channel marketing works and examine emerging electronic media. Prerequisite: MKT 300.

Units: successfully completing this course