Back in 2000, it was estimated that the world’s codified knowledge would double every 11 hours. That estimate, while significantly shorter than previous ones (e.g. in early 20th century it doubled every 30 years, and in the 1970s it doubled every 7 years; source: Bontis, 2001), is exponentially larger than current rates of growth. For example, the blogosphere alone doubles every 6.5 months (source: Technorati, 2010). In the Web 2.0 era, individuals and companies are learning and adapting the way they communicate. For Marketing that has translated in an explosive growth in the popularity of social media to reach, engage, and grow the relationship with prospective customers.

This course will afford you the opportunity to learn the new media that are transforming the business landscape. You will walk away having used digital media tools, gained an understanding of their respective strengths, and the synergistic effect from an integrated marketing communication that leverages the wide array of available tools, including: social networks, blogs, microblogs, and more. You will work directly with vehicles such as Facebook, Twitter, YouTube, LinkedIn, Instagram and others. Furthermore, you will create social network, search engine, and email advertisements. In doing so, you will learn to define objectives, set targets, and measure their impact through for pay or free services, including Google Analytics, Google Alerts, various Twitter third-party apps, and more. Time permitting, we will finish by exploring meet-ups, games, virtual worlds, mobile apps, and location-based services as additional marketing opportunities.

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