The Digital Marketing Foundations course introduces students to the strategies and tools organizations use to create value, build customer relationships, and achieve measurable business results in today’s digital-first economy. Using Digital Marketing Foundations and Strategy, 5th Edition by Debra Zahay, Lauren Labrecque, Brooke Reavey, and Mary Lou Roberts, students will explore the digital customer journey and learn how to design, implement, and evaluate programs across multiple online channels.

Core topics include website development, search engine marketing, paid search and social advertising, display and mobile campaigns, social media strategy, email marketing, and content creation. Students will also examine business models, digital ecosystems, and customer relationship management while applying analytics to measure performance and optimize strategies.

Designed for students pursuing careers in marketing, business, or communications, the course emphasizes both theoretical foundations and practical skills. By the end of the course, students will be able to plan and execute integrated digital campaigns, use analytics to guide decision-making, and align digital strategies with organizational goals in both B2C and B2B environments. This knowledge prepares learners to succeed in entry-level digital marketing roles or further study in advanced marketing courses.