This course is designed to introduce students to various digital media strategies that professionals can employ using paid advertising platforms. This course focuses on how those strategies, including search engine optimization, paid search, display advertising, shopping advertising, email marketing, and video advertising, are incorporated into the marketing process. The course provides the balance between the practical and theoretical concepts professionals must consider if they are to effectively operate in the digital marketplace within an integrated strategic communication perspective. Students will learn how to develop a search engine campaign through a hands-on project by gathering all required information, targeting specific audience groups, setting digital objectives, and creating and evaluate digital strategies.