MKT 396A Special Topics: Applied AI, Search Marketing and Analytics

3 unit(s)
This multi-topic course explores the in-depth integration of artificial intelligence, search engine optimization, digital analytics, and emerging marketing technologies in contemporary marketing practice. Students develop and apply data-driven strategies across web and social platforms using tools such as marketing automation, customer data platforms, personalization technologies, and social listening systems. The course emphasizes search visibility, customer behavior analysis, campaign performance measurement, and strategic decision-making. Through applied projects, students design integrated digital marketing solutions and evaluate their effectiveness while considering ethical, legal, and governance issues in a dynamic digital environment. Prerequisite(s): MKT 300, MKT 322, and MKT 352.

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