MKT 405: Capstone: Digital Marketing Integration and Personal Branding

This course is the culmination of the Digital Marketing certificate program, melding learning from the three previous courses into a capstone course focused on developing an integrated digital marketing communications plan. Today’s evolving media landscape has resulted in a new omni-channel consumer who uses traditional, digital, and social media channels. By understanding the target audience’s particular media consumption habits, marketers can leverage the best of available channels to create and share engaging content. The course utilizes a ten-step integrated digital marketing framework designed to deliver the right message to the right target at the right time and place in the customer decision journey. Students will learn to develop a personal brand to help them “think like a brand” and stand out in a competitive job market.