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Digital Marketing Communications Campaigns

Digital Marketing Communications Campaigns (IMC 644) applies the knowledge and skills acquired in previous Digital Marketing Communications courses to research and develop a creative, innovative and complete digital campaign for a selected organization in this capstone course.

Upon completing the course, you will complete the following certifications:

  • Hootsuite Platform Certification
  • Hootsuite Social Marketing Certification

Course Learning Outcomes

Upon successful completion of IMC 644, students will be able to:

  • Define the digital marketing communications strategic process.
  • Perform a situation analysis for a business or organization.
  • Set clear objectives relevant to business marketing and digital marketing problems.
  • Identify digital marketing strategies and tactics to meet marketing objectives.
  • Create strategic digital marketing content for a variety of strategies and tactics.
  • Develop an evaluation plan to measure digital marketing communication effectiveness.


  • Background: Get To Know Your Client
  • Situation Analysis: Explain Where Your Client Is Now
  • Objectives: Determine Where Your Client Wants To Be
  • Strategy: Decide What Your Client Needs To Do To Get There
  • Tactics: Choose What Your Client Should Use To Get There
  • Actions: Create And Schedule What Your Client Will Use
  • Evaluation: Select Measures To Monitor Client Success
  • Wrap-up: Finalize Your Client’s Plan


Keith Quesenberry
Profile: Quesenberry