Scaling and Platform Integration

This unit advances students’ ability to scale and optimize digital marketing programs by applying campaign-level planning, measurement frameworks, and platform-specific tactics across social, email, influencer, and emerging channels (e.g., metaverse, AI-driven tools). Students will practice building scalable plans, creating AI-enhanced touchpoints and chatbots, and using analytics to iterate creative, content mix, community, and outsourcing decisions for improved engagement and conversions.

Learning Objectives

• Design a scalable digital marketing plan that integrates campaign-level goals, platform-specific tactics (social, email, influencer, TikTok, Pinterest, etc.), and a content-mix framework to meet predefined KPIs
• Develop and implement measurable success metrics and reporting workflows to evaluate campaign performance, optimize budget and channel mix, and iterate using analytics and A/B testing
• Create and deploy AI-enhanced customer touchpoints (chatbots, AI-powered advertising, live video strategies) and assess their impact on engagement, deliverability, and conversion rates
• Analyze community-building, advocacy, and outsourcing strategies (Facebook Groups, influencer programs, WOM amplification) and recommend optimizations to increase reach, retention, and customer lifetime value