Digital Marketing: Foundations and Framework for Success | Harvard University

The digital age has presented new growth opportunities for marketers to develop their brands and foster deeper customer relationships by utilizing e-commerce platforms, understanding the customer journey, creating online advertising including social media campaigns, and measuring effectiveness and efficiency with tools such as Google Analytics. This course teaches the foundations of digital marketing. Topics presented and discussed include e-commerce and website development, advertising including organic search engine optimization (SEO) and paid search engine marketing (SEM), social media, customer relationship management (CRM) and customer journey strategies, and how to analyze the results of a digital program. The aim of the course is to leverage classical marketing practices in a digital environment and to inspire students' entrepreneurial spirit in order to learn how to successfully compete in today's market environment.