May 30, 2024  
2011-2012 Graduate Bulletin 
2011-2012 Graduate Bulletin [ARCHIVED CATALOG]

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BU 523 - Digital Marketing and Search Engine Optimization

Credits: 3

Prerequisite: BU 521


Digital marketing means using an online presence to support your business. Students will learn the existing and emerging formats of digital marketing in order to know how to integrate them into their marketing plans and how to integrate online and offline marketing. Topics include the various forms of online marketing and advertising in digital formats such as websites, search engines, email, online video, online public relations, social media, blogging, podcasting, and mobile. Online buyer behavior, online privacy and security issues, and online branding are also covered. In addition, students will examine the search engine optimization (SEO) process and will learn how to improve web rankings and position maximizing oriented traffic to increase return on web development investments.

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