Strategic Digital Marketing

Strong marketing turns great products into lasting brands. This course provides a comprehensive introduction to digital marketing fundamentals, guiding students through the development and execution of a high-impact marketing campaign.

Students will begin by exploring product ideation and market research, gaining the skills to analyze competitors, identify opportunities and craft compelling brand messaging that resonates with the target audience. From there, students will learn how to create and implement multi-channel marketing strategies, leveraging key digital platforms such as search engine marketing (SEM), social media marketing (SMM), email marketing and customer relationship management (CRM) to drive engagement and conversions.

This course also provides hands-on experience with paid advertising (PPC), search engine optimization (SEO), content marketing and data-driven decision-making, ensuring students can optimize marketing budgets and maximize return on investment (ROI). Additionally, students will explore emerging trends in digital marketing and e-commerce, staying ahead of industry shifts in AI-powered marketing, personalization and automation.

What You’ll Learn:

• Understand and apply core digital marketing concepts and strategies
• Utilize industry-standard tools to create, execute and optimize digital marketing campaigns
• Develop a comprehensive marketing plan that integrates SEO, PPC, social media and email marketing
• Analyze data and key performance indicators (KPIs) to measure and improve marketing effectiveness
• Stay ahead of digital trends in e-commerce, automation and AI-driven marketing

This course is ideal for marketing professionals, entrepreneurs, small business owners, and career changers looking to build a strong foundation in digital marketing strategy and execution.

 This course requires a textbook at an additional cost. Students may order through the Villanova Bookstore.