Integrated Digital Marketing Strategies

This capstone unit synthesizes advanced channel tactics, measurement, and emerging technologies to scale and optimize digital marketing programs. Students will apply platform-specific strategies (social, email, paid, influencer, metaverse), automation (AI, chatbots), and measurement frameworks to prepare and execute a comprehensive, results-driven marketing plan.

Learning Objectives

• Analyze campaign and channel performance using established KPIs (e.g., CTR, open rate, engagement rate, ROI) and insights to recommend targeted optimization and scaling actions.
• Apply platform-specific tactics across Facebook, Instagram (Stories), Twitter, Pinterest, TikTok, email, and metaverse channels to increase engagement, traffic, and conversion according to campaign goals.
• Design and implement automation and content workflows—including chatbots, AI-assisted content, live video strategies, and outsourcing processes—to improve efficiency, deliverability, and customer advocacy.
• Evaluate and assemble a multi-channel scaling plan that balances paid, owned, and earned media, influencer/advocacy programs, timing/etiquette considerations, and measurement frameworks aligned to business objectives.