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MAR 646 Social Media and Mobile Marketing Strategies

Course Description:This course builds on student skills in integrated, marketing communications by examining the role of social media and mobile communications as potential components of a campaign. Students will learn to research and write a situation analysis incorporating research in the digital arena, segment and target for digital strategies and understand consumer behavior and advertising responses to social media and mobile communications. Students will explore social media and mobile platforms, social media and mobile communication strategies, SMS communications, mobile web sites and mobile search will successfully integrate digital with traditional media. Students will work with a client to evaluate their current social media and mobile executions and develop digital strategies aimed at specific goals for a brand.

Course Rotation: Fall;NYC

Credits

3 credits

Prerequisite

MBA 642 Minimum Grade of C