2 credits
Spring 2026 Lecture Upper Division
Companies today expect their marketing professionals to understand what it takes to develop, implement, and evaluate digital marketing strategies and campaigns. The best way for marketing professionals to gain such expertise is for them to actually build and execute specific digital marketing programs/campaigns using various digital and social media platforms for a real world client. This course offers students a unique hands-on learning opportunity with an online marketing project, each student team is given a budget up to $300 to promote a chosen business or non-profit organization via digital advertising platforms including Google AdWords, Bing Ads, Facebook Business, LinkedIn Sponsored Ads, and Twitter Ads. Students are given flexibility in selecting projects of interest. All students are also expected to pass Google Analytics certification and Google AdWords certification.
Learning Outcomes1Gain practical knowledge in web analytics, display advertising, search engine marketing (search engine optimization and pay per click), content marketing, and social media advertising.
2Gain experience in designing, implementing, and evaluating a consistent digital marketing and social media marketing strategy through the online marketing campaign.
3Learn how to communicate with clients, how to present an online marketing strategy, and how to deliver the outcome of an online marketing campaign.
4Exposed to the challenges of working in teams to achieve marketing campaign goals in real world situations.
Prerequisites
Restrictions
made by Purdue students.