With the rapid shift of advertising money away from traditional media to online platforms, it is becoming increasingly important for marketing graduates to be well-versed in digital marketing fundamentals. This upper division course will provide a solid foundation in the key concepts around this constantly changing field.  Through readings, case studies and hands-on projects, students will come away with an understanding of successful online marketing strategies, user generated content, search, social media and networks, mobile, and web analytics. To supplement the concepts, various leading marketers, designers, and content strategists from industry will address special topics such as email marketing, user experience design, search engine optimization (SEO), building online communities, geo and mobile marketing. Students will also have the opportunity to examine these topics firsthand through group projects and exercises. Students will exit the course with a solid understanding of digital marketing tactics, tools, and resources available for ongoing education