MRKT 4538 Full Funnel Marketing

4 semester hours

Today’s marketing ecosystem is incredibly complex and dynamic. Brands that understand the importance of understanding how to deliver the right message to the right person at the right time throughout the marketing funnel, rather than trying to reach a big audience with the same big message, is the equivalent of chasing squirrels versus trying to bag the big elephant. Sometimes it’s better to chase the squirrels.

Platforms like Instagram now enable marketers to reach consumers with content at each phase of the marketing funnel and customer journey, including the awareness, consideration and activation/purchase stages. In this course, we will seek to better understand the modern customer journey and purchase funnel and the creative content that works best at each stage. We’ll examine different approaches to creating content to build awareness, generating interest and activating customer response as we learn how to deliver the right message to the right person at the right time.